Melbourne branding consultancy Landor partnered with John West to design new packaging for its pre-packed chilled seafood.
“The packaging design needed to better convey perceptions of quality and freshness while reassuring consumers of John West’s commitment to sustainability,” said senior brand manager Kristie Ellerton.
The redesign offers a more contemporary look for John West, with a focus on fresh ingredients and stronger appetite appeal.
“The more premium yet simple packaging heroes the superior ingredients, making the range more appealing,” Ellerton said.
Species in the range include Tasmanian Atlantic Salmon, Scottish Trout, and New Zealand Squid.
The new John West Chilled range is currently being trialed in Coles stores throughout Victoria and Tasmania, with a national launch planned for October this year.
