Seafood Reach for new brand identiy and packaging

The new brand identity and packaging for Lyons Seafood will be launched having been designed by Reach.

The Bristol-based packaging design specialists were tasked with creating a brand which would be more emotionally engaging to consumers.

The agency began by working with consumers three months ago to explore issues around the brand communications and discovered that the consumers viewed Prawns as being a sophisticated and versatile foodstuff.

As a result, Reach has created an ownable brand identity which aims to evoke creative flair.

The client now hopes that the new design will produce standout in freezer units and chiller cabinets and create differentiation from the company’s own label products and rival brands.

Paul Vita, marketing director for Lyons, said "We have always been an "insight free" business and the process made us think very differently. In fact it has allowed us to lead the retailers regarding recommending (consumer focussed) on pack comms which has never happened before.”

Mark Rylands, creative director for Reach, explained: “Our new brand proposition for Lyons Seafoods allowed us to create a distinctive package identity that expressed their expertise and the inspirational benefit of their simple, natural seafood products. The iconic prawn device was created to capture this essence in a fresh and modern style to reflect the new personality.”

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