Package Design | packagedesignmag.com

Anthem Worldwide, a Schawk Strategic Design Company, and High Liner Foods, the market leader in Canadian frozen fish, teamed up to introduce a striking and effective package design campaign. During the economic downturn, High Liner Foods anticipated consumers would be eating at home more while still looking for restaurant quality. Pan-seared fish is a common restaurant cooking method, and having the ability to replicate this at home with ease is attractive to consumers.
Katherine Brouillard, senior brand manager, High Liner Foods says: “Anthem worked very closely with High Liner to gain an understanding of its brand heritage and visual equities to create a well proportioned clean package design that expresses the look and taste of restaurant-inspired cuisine. When a design direction was approved and validated by consumer research, Anthem engaged the expertise of Schawk to ensure the execution of this new premium line and guarantee our vision would become a reality.”
Anne Dean, managing director of Anthem’s Toronto office, says, “In order to highlight the premium attributes of the High Liner products, Anthem developed a design strategy that differentiated both High Liner’s premium Signature line as well as the new added-value premium Pan-Sear Selects product.”
Gary Oakley, creative director of Anthem’s Toronto office comments: “Anthem’s design solutions needed to convey a fresh and modernized look for the High Liner products. We communicated the premium nature of High Liner’s products by creating a smart whitespace strategy that allowed us to easily introduce innovation, demonstrate consistent and clear communication, and reinforce the credibility behind the High Liner brand. The designs are fresh and light through the use of white, with strong appetite appeal through the plated photography, while staying true to the High Liner brand equities.”
To gain further understanding on the important role of brand point management, please access Schawk’s White Paper, "Brand Point Management: Creating Compelling and Consistent Brand Experiences" by visiting http://www.schawk.com/insights-and-work/insights/white-papers. Visit Anthem at www.anthemww.com.