Some details
We refreshed the Original Honey Smoked Fish packaging and five other flavors in the product line to be bold, modern, health-conscious and, yes, a little bit weird.
“Honey Smoked Fish Co. comes with a rich history, stemming from the founder who had a big personality that was ingrained into the quirky packaging and marketing,” said creative director Andy Dutlinger. “The new packaging is highly inspired by the
original, with a design that takes its cues from old fish market signage.“Our research showed that transparency and relaying information were top priorities for consumers — which is reflected in the bold pronouncements that cover the package. “Freshness is our main ingredient,” it reads, “Well, that and cooked salmon.”