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2800 Mechelen
Belgium

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Zeeland's Roem

Contemporary design with a playful retro twist

  • Brand Strategy & Design
  • Retail & Food
Challenge

Create a packaging that appeals a young audience

Zeeland’s Roem is part of the Roem Group, Europe’s largest seafood processor. In a very conservative market, their Oyster packaging business somewhat lacked a strong brand recognition and a distinctive profile that would allow them to stand out against their competitors. With a more contemporary design, the company wanted to reach out to a new and younger target group. At the same time, Zeeland’s Roem wanted the new design to show the respect for the company’s long tradition in oyster farming.
Approach

Packaging

For practical reasons the actual packaging (the basket) had to be preserved. So we went for a visual makeover of the top card. Furthermore, we added a small booklet for additional storytelling.
Concept

bright, fluorescent colors and a humorous nod to the traditional

Dutch oyster farming has a long family tradition. Furthermore, competitors often come from the same region or village. So the importance of heritage is sensitive and should not be underestimated. Unfortunately, this often leads to conservative design. The challenge was to come up with an attractive and contemporary brand, without renouncing tradition. As a reference to the long history in craftsmanship, we used engraved illustrations, but with a slight twist to strip it from its ponderous nature. The use of a simple, sans serif font and fluorescent colors gives the packaging an instant contemporary feel and makes it undeniably ‘pop’.

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