Pescanova
The art of seafood.
STRATEGY BRAND IDENTITY BRAND DESIGN COPYWRITING PACKAGE DESIGN PACKAGE ROLLOUT
For over 20 years of its 50-year history, Pescanova has held a reputation in the U.S. for distributing quality seafood to production, wholesale, and foodservice. To accelerate growth, the brand launched its first branded retail products.
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The brief was to create a brand identity and packaging platform that demonstrably differentiated itself in the frozen seafood case.
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Through competitive and consumer research, consumers generally find cooking seafood at home intimidating. A strategy was developed to highlight that that cooking restaurant-quality seafood at home can be easy and enjoyable. Initial concepts centered on Pescanova’s Iberian Fishing Heritage, the Art of Seafood, Off-the-boat Freshness, and Restaurant Quality at Home.
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The concept of “The Art of Seafood” — inspired by the traditional Japanese fish printing of Gyotaku and biological illustrations like those of Ernst Haeckel — rendered in the effortless beauty of watercolor won the day, and the creative direction was set.
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The brand identity honors the tradition of Pescanova’s red fishing vessels and immediately communicates the beauty and spontaneity of the offerings.
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Custom watercolor elements, layered with striking product photography, create a unique visual language that stands out on shelf.
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Following a successful Seafood Show debut, the brand expanded to a Classics range to provide heat-and-eat recipe portions as well as raw, ready-to-cook products.
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The addition of the classics line required further exploration into the color system to plan for and enhance variety navigation.
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The result was a successful retail launch that spurred expansion into club and a white-label partnership with a national grocer.
CREATIVE DIRECTOR: BRADY BONE
ART DIRECTOR: BRADY BONE
DESIGN: BRADY BONE
ILLUSTRATION: DAVID SCHEIRER, BRADY BONE
PRODUCTION: BRADY BONE
ACCOUNT DIRECTION: KATIE RENTON
ACCOUNT MANAGEMENT: ERIKA RASILE
AGENCY: TEAM CREATIF USA