Pinnacle Foods, Parsippany, N.J., revealed a new identity and packaging for its Birds Eye premium Inspirations line of frozen fish.

The new packaging features mouth-watering images of food on the front of pack, inspired by the editorial style of food photography currently seen in food and lifestyle publications. It also strengthens the brand and creates an iconic logo-type icon reminiscent of restaurant signage to communicate the premium quality of the product.

Likewise, the Inspirations logo is now more prominent than the Birds Eye logo to encourage sub-brand recognition.

“Packaging design within the premium frozen fish category was all beginning to look like wallpaper, with every brand opting for full-on black packaging to create a premium feel. As a result, no one brand was standing out,” says Steve Conchie, creative director, The Brandon Agency, the Charleston, S.C.-based creative agency behind the redesign. “The bright editorial-style food photography taken from the fresh ready meals sector gives Inspirations cut through. Our design makes it simpler to both decode the premium nature of the product with plenty of quality craft cues, but also for shoppers to find what they are looking for at speed, by promoting the product benefits for each of the various ranges within Inspirations. Our creative concept was to show people that Inspirations would provide a dining out experience at home, but without the hassle of a long drawn out cooking process for something that little bit different to the norm.”  

“The new identity and packaging design helps our range stand out from the competition and effectively communicates its premium qualities,” adds Andrew Elder, general marketing manager, Birds Eye. “Consumers love going out for dinner, but the work by Brandon shows them they can have that bistro experience at home, without the expense of eating out or cooking in the kitchen all evening.”

The new identity and packaging design is being rolled out now, with the first two SKUs—Chunky Cod Fillet in Golden Batter and Basa Fillets in Sea Salt and Malt Vinegar—launching this month.