Saucy Fish Co - Initial Thoughts

Having looked into the Saucy Fish Co.'s current packaging it looks as if they have 3 main types that exist at the moment; sleeves, boxes, and foil bag packs. I established the main advantages and disadvantages of each

Sleeves

• Makes the product visible
• Uses the brand logo as part of the packaging
• Plastic tray won't go soggy and is durable

Boxes

• Supermarket-shelf efficient
• Easily recyclable
• Doesn't show the actual product

Foil Bag Packs

• Irregular shape
• Non-recyclable foil
• Customer doesn't have to touch the fish

My Interpretation Of The Brief

The brief states that "We believe that fish is always the hero. So, we definitely don't want to hide it. Let the fish be seen in all its mouth-watering glory." This suggests there needs to be some sort of window for the product to be seen through like in the sleeve and the foil bag packs.

It also states that "we need to make sure that the packaging is designed so that it uses the shelf space as efficiently as possible", which means the packaging needs to be able to tesselate, something which only the box does currently.

"We know that some people are a little bit squeamish about touching fish. So, it would be fantastic if the packaging was clever enough to go straight into the oven" and "All of our packaging needs to be recyclable and lightweight." are statements than makes this difficult as there aren't going to be many materials that fulfil these requirements. It could be easier to make all of the packaging recyclable and devise some sort of way of getting the fish into the over without it being touched.

The material used for the packaging needs to be fairly thick and durable because it needs to "protect the product whilst it's on shelf and being transported home so ultimately enhancing the consumption occasion by ensuring the fish is as fresh as when it was caught."