Coley Porter Bell has helped location-based business Inish Turk Beg enter the FMCG brand arena by developing a range of premium, artisan-made fish and meat products.
The agency has created the brand and produced packaging designs for smoked tuna, mackerel and salmon as well as back and streaky bacon. As part of a ‘top-down’ distribution strategy they will be sold initially only in the most exclusive outlets such as Harrods, Harvey Nichols and Selfridges. The new products will be rolled out to other outlets during 2010.
Pack designs emphasise Inish Turk Beg’s unique positioning by sidestepping category conventions. Instead of showing the product through windows in a plastic pack, which is the norm in packaged fish and bacon, cardboard wallets open to reveal the vacuum packed product.
Quality signals come from minimalist typography, the colour palette and striking photography. The bacon packs feature the island’s two pet Kune Kune pigs, Bubble and Squeak as models.
Throughout the range Coley Porter Bell created a bespoke visual language of icons which position Inish Turk Beg as unique and slightly quirky. A spit-roast boar appears on the front of the bacon packaging, while the fish products depict a boar fishing.
At the same time Coley Porter Bell created branded punctuation for the pack copy. A sea horse is used for a comma, a pair of sea gulls are quotation marks and a fish is used for hyphens.