This Rebrand for Herring Brand BOY Boasts Vibrant Hues
Rebecca Byers — February 25, 2016 — Marketing
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 Eräpuro 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.
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 Eräpuro 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.
Trend Themes
1. Contemporary Packaging Design - The rebranding of BOY's herring packaging showcases the trend of contemporary packaging design, which focuses on fresh and modern aesthetics.
2. Color-coded Packaging - The use of vibrant colors to differentiate flavors in BOY's herring packaging highlights the trend of color-coded packaging, which helps consumers easily identify their preferred product.
3. Repositioning Traditional Products - The reinvigorated image of BOY's herring brand aims to attract new consumers and represents the trend of repositioning traditional products to appeal to a broader audience.
Industry Implications
1. Food Packaging - The contemporary Nordic fish packaging trend presents innovative opportunities for companies in the food packaging industry to revitalize the visual appeal of their products.
2. Gourmet Food - The rebranding of BOY's herring brand suggests opportunities for the gourmet food industry to attract new customers by elevating traditional products with modern packaging and branding.
3. Graphic Design - The fresh and vibrant packaging design of BOY's herring brand showcases the potential for graphic designers to create visually appealing packaging that captures consumers' attention.
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