MOVING A BRAND INTO UNCHARTED WATERS
The Pure Catch line was created to extend the well-known Portlock brand into a new category and distribution channel. The brand's mark and seal, appetite-appealing photography and contemporary color palette established shelf presence for the new product line. The Pure Catch brand also had to work well with the lifestyle-centered marketing efforts of retailer Safeway Stores, Portlock's launch partner for the Pure Catch line. We worked closely with both Safeway and Portlock to ensure the design solution evoked the brand's quality and freshness. Warm and inviting colors and the new seal motif communicate the product's romantic quality of being 'just caught' and help to convey the healthy aspects of eating premium fish.

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- Packaging World "New Fish Package"