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.