King Brand - Packaging design for this new range of frozen smoked salmon & smoked salmon tin cans products
PACKAGING: as Senior Art Director for King Brand, a division of CK Company, I led the packaging design for their premium frozen salmon products.
While the client preferred to retain the "King Brand" identity, I focused on elevating the packaging to emphasize the quality of their fresh smoked salmon.
To convey freshness, I designed packaging that resembled a freshly caught salmon, featuring a luxurious salmon skin texture with silver-blue reflections.
A transparent window was incorporated, allowing consumers to view the product inside and highlighting the contrast between the rich smoked salmon and the premium packaging.
The silver reflections enhanced the fresh, high-quality appeal of the product, creating a sense of elegance and authenticity.
Following this, the client expanded their offerings to include a range of tin-canned smoked salmon in four distinct flavors: Garlic & Onions, Pepper, Basil Sauce, and Rosemary.
or this new range, I shifted the design approach to a retro-inspired style that differentiated it from the fresh smoked salmon line, focusing on the uniqueness of the flavored cans.
Additionally, I developed a set of two premium paper bags using the same salmon skin texture, with silver-blue reflections and silver velvet detailing, these bags were designed to reflect the luxury and freshness of the King Brand, aligning with its premium positioning.
While the client preferred to retain the "King Brand" identity, I focused on elevating the packaging to emphasize the quality of their fresh smoked salmon.
To convey freshness, I designed packaging that resembled a freshly caught salmon, featuring a luxurious salmon skin texture with silver-blue reflections.
A transparent window was incorporated, allowing consumers to view the product inside and highlighting the contrast between the rich smoked salmon and the premium packaging.
The silver reflections enhanced the fresh, high-quality appeal of the product, creating a sense of elegance and authenticity.
Following this, the client expanded their offerings to include a range of tin-canned smoked salmon in four distinct flavors: Garlic & Onions, Pepper, Basil Sauce, and Rosemary.
or this new range, I shifted the design approach to a retro-inspired style that differentiated it from the fresh smoked salmon line, focusing on the uniqueness of the flavored cans.
Additionally, I developed a set of two premium paper bags using the same salmon skin texture, with silver-blue reflections and silver velvet detailing, these bags were designed to reflect the luxury and freshness of the King Brand, aligning with its premium positioning.
King Brand - Packaging design for this new range of frozen smoked salmon - 985gr
King Brand - Set of two premium paper bags
CONTEXT: CK Company, a Korean company, markets frozen salmon in Thailand under the "King Brand" name.
"King Brand" emphasizes premium quality and positions itself as a leader in frozen seafood, particularly salmon, by leveraging CK Company's expertise in sourcing, processing, and distributing sustainable and fresh seafood products.
Target audience: "King Brand" is designed to appeal to middle-to-upper-income consumers in Thailand, who are looking for high-quality, reliable seafood options for home cooking or fine dining experiences.
The convenience of frozen salmon is combined with the assurance of premium quality, making it an attractive option for health-conscious or busy consumers.
Retail and distribution: "King Brand" frozen salmon is likely sold in supermarkets and specialty stores across Thailand, possibly with dedicated freezer sections or branded packaging that stands out among competitors. The packaging would be practical yet visually appealing, with a focus on both the product and the sustainability credentials.
Product offerings: The product range might include different cuts of frozen salmon (fillets, steaks, portions) or smoked options, tailored to local preferences and culinary habits in Thailand.
The variety within "King Brand" offers flexibility for consumers who want to prepare salmon in diverse ways, from grilling to sushi preparation.
Marketing and promotion: "King Brand" could use digital platforms, social media, and in-store promotions to educate Thai consumers about the benefits of frozen salmon.
The focus may be on how freezing preserves the quality and nutrients, making it a practical yet premium option for healthy meals at home.
Collaborations with chefs or influencers may further enhance its reputation.
"King Brand" emphasizes premium quality and positions itself as a leader in frozen seafood, particularly salmon, by leveraging CK Company's expertise in sourcing, processing, and distributing sustainable and fresh seafood products.
Target audience: "King Brand" is designed to appeal to middle-to-upper-income consumers in Thailand, who are looking for high-quality, reliable seafood options for home cooking or fine dining experiences.
The convenience of frozen salmon is combined with the assurance of premium quality, making it an attractive option for health-conscious or busy consumers.
Retail and distribution: "King Brand" frozen salmon is likely sold in supermarkets and specialty stores across Thailand, possibly with dedicated freezer sections or branded packaging that stands out among competitors. The packaging would be practical yet visually appealing, with a focus on both the product and the sustainability credentials.
Product offerings: The product range might include different cuts of frozen salmon (fillets, steaks, portions) or smoked options, tailored to local preferences and culinary habits in Thailand.
The variety within "King Brand" offers flexibility for consumers who want to prepare salmon in diverse ways, from grilling to sushi preparation.
Marketing and promotion: "King Brand" could use digital platforms, social media, and in-store promotions to educate Thai consumers about the benefits of frozen salmon.
The focus may be on how freezing preserves the quality and nutrients, making it a practical yet premium option for healthy meals at home.
Collaborations with chefs or influencers may further enhance its reputation.
In summary, CK Company’s "King Brand" positions frozen salmon as a top-tier product in Thailand, combining convenience with sustainability and premium quality, backed by its Korean heritage and industry expertise.
King Brand - Packaging design for this new range of frozen smoked salmon - 225gr
Packaging design for this new range of smoked salmon tin cans products - Garlic & Onions, Pepper, Basil Sauce, & Rosemary
Packaging design for this new range of frozen smoked salmon & smoked salmon tin cans products + bags
King Brand smoked salmon tin cans product
