This Rebrand for Herring Brand BOY Boasts Vibrant Hues

By: Rebecca Byers - Feb 25, 2016
References: packagingoftheworld
Hailing from Finland, BOY is a herring brand owned by the larger Orkla Foods Finland. The 40-year-old herring brand recently decided to reinvigorate its image by commissioning a fresh and contemporary look that would better represent the high quality of the premium product range.

Each of the varieties of herring are contained in a glass jar featuring a single vibrant color that differentiates the flavor. The brand's logo is all caps and features a tiny fish and hook that contributes to the maritime theme without going overboard. Designed by Tony Er├Ąpuro and Kuudes Kerros, the new packaging scheme is aimed at attracting new consumers who would not normally consider themselves herring eaters. The label also features a tiny inscription denoting the BOY brand's launch year, 1977.