Extraordinary underwater.
With a growing stigma around fishing practices, fish farms and frozen food quality adding to category challenges. Klassic was a typical frozen fish commodity that was lost amidst a sea of samey ‘sanitary blue’ in the supermarket.
Landor were asked to bring life back to the brand and help consumers subtly understand the products 'snap-frozen' freshness while also appreciating that the company respects and seeks to protect and conserve this wonderful realm.
Our new concept based on the idea that it’s ‘Extraordinary Underwater’ enabled Klassic to own and disrupted the supermarket shelves while also re-engaged consumers in the forgotten world within our oceans.
We built a colourful and rich world though fantastical mixed-media illustrations that not only celebrated the hidden life under our oceans but also the variety, flavours and freshness we deliver to consumer plates.
