US-based branding and packaging design agency Voicebox Creative has developed a new packaging design for speciality frozen seafood supplier SeaPak Shrimp and Seafood Company.

Under the contract with SeaPak, Voicebox was mandated to redesign its logo and more than 30 product SKUs.

Voicebox creative director Jacques Rossouw said: “SeaPak’s insight and confidence to put the consumers’ lifestyle first in their brand messaging was key in our design process.

“Designing for today’s consumer involves listening and observing how a brand’s story is seen, heard and experienced in the market, something on which we as an agency pride ourselves, in order to deliver a package that has stopping power and communicates a compelling message to the consumer quickly and effectively.”

“SeaPak’s insight and confidence to put the consumers’ lifestyle first in their brand messaging was key in our design process.”

Through the new design, SeaPak intends to improve the consumer experience and align the brand’s iconic equities.

In order to create a distinct design, Voicebox positioned the products on a nautical-themed white plank background with light blue accents. The company also added a more current font style, as well as Seapak’s inception date.

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SeaPak Shrimp and Seafood Company marketing manager Kristen Beadon said: “We are incredibly pleased that Voicebox’s new design allows SeaPak to break through the clutter of the freezer door, uphold and communicate our key brand benefits and is flexible enough to apply to new product additions.”

The redesigned packaging includes Popcorn Shrimp and Shrimp Scampi, as well as new products such as Pub Style Beer Battered Cod and Pub Style Beer Battered Crab Poppers.

The new packaging also comprises items in the SeaPak Selections product line, including Creamy Garlic Shrimp and Lemon Pepper Shrimp.