Food giant Tesco enlisted the creative assistance of R Design to help craft the perfect packaging for the company's extensive line of standard and standard plus fresh fish products. This fresh new design not only had to be compelling, it also had to be adaptable, so it could be easily applied to over 50 lines worth of products.
Looking to emulate the feel of traditional fish markets, the resulting packaging took on a homey appearance with simple typography and sparse graphics. Drawing inspiration from the hubbub of a fishmonger's market, R Design choose a chalkboard aesthetic to bring to mind the hastily written signs announcing the catch of the day. Each wrapper comes equipped with a window, so the brilliant coral hues and creamy whites of the fish can be seen by prospective buyers.
Looking fabulous and fresh from the market, the Tesco Fish packaging returns you to a time when bartering was the quickest way to enjoy the catch of the day.