John West’s chilled seafood products now have a new look.
Branding consultancy Landor were tasked with creating a new brand identity to help increase consumer awareness for the category.
“The packaging design needed to better convey perceptions of quality and freshness, while continuing to reassure consumers of John West’s commitment to sustainability,” said Senior Brand Manager, Kristie Ellerton.
The redesign is said to be a significantly more contemporary look and feel for the John West chilled portfolio.
“The more premium, yet simple packaging really heroes the superior ingredients making the range more appealing to consumers,” Ellerton said.
Tasmanian Atlantic Salmon, Scottish Trout and New Zealand Squid are some of the products within the range which also includes contemporary flavour profiles.
The new John West Chilled range is currently being trialed in Coles stores throughout VIC and TAS, with the national launch planned for October this year.
In addition to the packaging redesign, Landor have supported the in-store consumer product trial with the design of a branded point of sale stand which will feature in selected Coles stores throughout the trial period.
“The packaging redesign will help John West to bring more consumers into the pre packed chilled seafood category, by offering a range of superior products which make seafood quick and easy to prepare,” said Ellerton.