Lyons asked us to create a stand-out brand for a competitive seafood category that would engage consumers and attract buyers from the large high street supermarkets.
We worked with the Lyons’ team to understand and define its brand positioning and what strategy would work best to elevate it in the marketplace. This included extensive research around the its retail environments and consumer profiles before we could produce the creative brief. From that we were able to agree a brand positioning, strategy and conceptual design, which was developed to embrace all the different Lyons category SKUs.
We created a new Lyons Seafood Co logo, fashioning a fishtail from the letter ‘Y’ – a small but effective detail that worked well across all brand touchpoints.
For the seafood packaging design we adopted retro styling using lino print illustrations, hand-drawn typography and a contemporary colour pallet. In developing the new branding, we also worked closely with retailers, packaging technologists and printers to ensure quality, consistency and successful delivery.
In a category that is otherwise full of dated design, the new Lyons Seafood Co branding is unique and clearly conveys product quality.