Cannes Lions

So fresh, that is still wild

JEKYLL AND HYDE, St. Petersburg / OCEAN TRADING COMPANY-P / 2017

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Case Film

Overview

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Credits

Overview

Description

Ocean — a brand of fresh seafood, which gives priority not to artificially farm-raised, but to wild fish.

In order to demonstrate the freshness of the product we decided to show that the consumer buys almost live fish. That is why the photorealistic illustrations of swimming fish appeared on the packaging. As we are observing them sitting on the quay or on the deck of the boat. Not from the side as in the aquarium, but from above as the fishermen see them.

Execution

The main elements of the packaging are photorealistic illustrations of fishes and logotype.

The photorealistic illustrations are the main elements of all design of the company. They are the part of dynamic logotype. Also it is the main part of identification of product (salmon, zander and other fishes).

To create photorealistic illustration we involved a specialist in Ichthyology (the branch of zoology devoted to the study of fish) and an animal painter (an artist who specializes in the portrayal of animals).

The logotype should be described separately. If we say the word “ocean”, our imagination immediately draws us the giant, boundless element. Endless, unpredictable, majestic. That’s why we decided, that the logotype will take the most part of the packaging and of all the composition. Besides, it is a part of spatial perspective and gives to the illusion the bigger “reality”.

Outcome

After redesign of the packaging brand Ocean became well known all around Russia and Belarus. The company has solved a problem of getting into biggest supermarkets of Moscow, Kazan and others biggest cities of Russia. This is the first time in history of the company when costumers can buy the product not only in St. Petersburg like it was during the last 20 years but almost in every shop in the country.

Sales of the product grew 38% in second half of 2016.

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