When dressing a product line, packaging is never the beginning of the story.
Behind it lies an entire world that starts with positioning, passes through strategy, and ends with the creation of the brand's visual identity.
This is the path we followed with Xilo for the LoPesce frozen fish line, aiming for packaging that conveys quality and authenticity.
Not the usual frozen fish. We needed positioning that could create added value, close to the consumer and their consumption experience.
The starting idea was simple: what does a fish dish represent for the consumer? Certainly a tasty and healthy meal, but above all, a moment of escape. The smell of the sea, memories of a vacation with feet in the sand, lunch in a bay or on an Abruzzo trabocco. From here comes the new positioning: LoPesce is the specialist that offers you all the pleasure of an authentic seafood menu, like the one you would find at a fisherman's kiosk on the beach.
The brand's language is simple and direct, almost familiar: its voice comes from our seas, its look and feel from small fisherman's kiosks. The logo is inspired by their fish-shaped signs, while the graphics make extensive use of white and blue on a painted wood background.
From sea to plate: equally simple and direct is the payoff. Authentic like the taste of LoPesce products, true like the quality of the raw material that consumers seek.
We have adapted this world to different packaging lines:
The product catalog and presentation brochure follow the same simple and direct language.
From the world created for LoPesce, a website and a trade show booth were born, evoking the atmosphere of a beach kiosk, with fishing nets and scenic details.
Once the right strategy is found, every variation becomes immediate and natural.
