Issued by: Liquidlab


Liquidlab, a strategic packaging design agency based in Cape Town, designed the new Sea Harvest packaging that has a fresher, cleaner look with more impact and stands out from the crowd.

“Today's marketplace is completely flooded with an array of products, segments and categories, brand extensions and more,” says Aardt Davidtz, Managing Director of Liquidlab. “This makes selecting the right product a very complex exercise and manufacturers need to ask how to stand out, how to make sure that their product gets chosen above any other?”

“You have only a couple of seconds to pull a prospective customer in, and if your packaging design is not cutting edge, your product will be missed and will eventually move lower and lower on the shelf, until it is gone.”

“At Liquidlab we follow a strategic design process and align our clients packaging design with their business and marketing plans, always making sure we stay true to the brand - resulting in packaging that works harder and sells easier,” explains Davidtz.

“Designing packaging that is consumer centric will turn into sales, so we carried elements from Sea Harvest's previous packaging over onto the new range as we did not want to create confusion with the consumer. At the same time there was a lot of cleaning up to be done, and we felt that we had to create a more consistent look across the entire range.”

“Liquidlab believes that by following the natural reading order of the human brain, it is possible to create designs that catch the eye, heart and mind. We used a holding shape that is very similar to the previous packaging, but allows more space for beautiful natural and relevant photography - something we believe helps sell a product. Typography also played a huge role, as the previous typography was very inconsistent. By using the same style on all the Sea Harvest packs the range is really pulled together, creating a very strong impact on the shelf.”

Davidtz explains that using simple icons and graphic devices to indicate portions, mass and flavours makes it simpler for the consumer to navigate and make educated decisions in split seconds. “We used cues in the photography to emphasise flavour as well as different colour lozenges. This is a very important part of packaging design, as ending up with the wrong flavour can be very infuriating for any consumer.

“Colour management was handled by Liquidlab's state of the art DTP department, to provide the customer with consistent colour throughout the range and process. We believe that what you see is what you get, so from the moment that we start designing a range we are already using colour accurate proofs, so as not to confuse our clients.

“The results are amazing and we are very happy with the printers, one particular printer could not believe how easy it was to match to our ISO standard calibrated proofs. Having longstanding relationships with most packaging manufacturers and printers makes it easier for us to get brilliant results as we know what the limitations are, and we also know what can be achieved. There are so many different substrates and ways of printing, the list is endless and technology also changes all the time, so keeping abreast of these issues adds huge value to our business.”

“Sea harvest have over 30 products ranging over six different segments and so it was no easy task to come up with a new design matrix that is consistent and has a high level of impact,” says Jacques Stewart, Marketing Manager of Sea Harvest.

“Through the changes to our packaging alone, Sea Harvest have achieved some wonderful results, indicating the importance of effective packaging of ones brand.

“Working with Liquidlab has been a brilliant experience. Their knowledge, talent and professionalism has succeeded in ensuring an excellent market response in Sea Harvest products,” concludes Stewart.

Visit our PRESS OFFICE: Liquidlab is a strategic branding agency providing creative solutions through identity and packaging design. Our aim is to do things differently... a combination of talents to define and create the inspirational.- more....

[31 Aug 2008 18:34]

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