The Hardy Packaging Utilizes Traditional Materials To Elevate Product Authenticity
Hardy is a brand known for its seafood. It packages sustainable, unmodified and all-natural seafood products. And it’s a brand known for its trustworthiness and authenticity. To emulate that, the creatives at This Is Pacific decided to go with a design that put these initiatives first, creating a one-of-a-kind packaging that looks nothing like traditional seafood product packaging.
These products come wrapped in unique, branded materials that elevate the products and promote them as elegant, trustworthy items.
The fish is wrapped in delicate, natural and illustrated paper with the company branding drawn all over it. This shows an attention to detail and an authority in the industry — this brand can take the time to package its products with grace and sophistication, so they must put that same passion and ambition into their products and how they gather them.
Similarly, these products are encased in a solid, geometric and sturdy brown box. It looks trustworthy, reliable and strong. It’s not thrown around haphazardly. It’s not dirty. It’s unique and powerful and organic.
And this shape and structure are equally enticing, with cutouts on the surface that heighten the design and further promote the brand and its consistent, cohesive branding.
There’s also another element to these designs seen in the packaging, and in its accompanying print materials. There is coral-looking twine that works as a handle or as a tag on the top of the design. It holds the packaging up and puts it on display. It also makes these boxes easy to carry, which is a plus for many consumers.
And this twine certainly adds another layer to the design. It looks similar to the lines fishermen would use while out at sea. This makes it even more apparent that this brand and these products are aquatic in nature.
And this was intentional according to the agency:
The packaging was treated as an extension of the brand, natural and appealing. The packaging is entirely made of raw micro-corrugated cardboard with UV color printing. With a minimalist and assertive look, the packaging represents the salmon and the handle reproduces the logo loop. Two different packages have been created.
The shape, materials and strucutre of this design were all intricately picked with a purpose. In one form or another, they represent the brand and promote its goals and identiy. And it does so in such a seamless and sophisticated way that the message gets delivered practically subconsciously. You don’t know whey you’re drawn to these products or this brand, but you are. And that’s the point.
Overall this clean, simple and stellar packaging brings the brand and its identity full circle. Soft, subtle and organic elements help to align this brand as a leader in its industry and tell consumers that these are products that they can trust — these are the products they need and they shouldn’t bother going anywhere else to look for them.