YCN Pres

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YCN STUDENT AWARDS 2016Francis Halder

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THE BRIEF.

Create a functional structural packaging solutionfor a new range of Saucy crispy, coated fish.

Our Saucy Chefs have cooked up a fantastic new rangeof crispy, crunchy, coated fish filled with our deliciouslyoozing sauces. Now we’re looking for the perfectstructural packaging to make it pop on-shelf and give theconsumer the perfect eating experience.

The packs need to really stand out on the chilled fishfixture. Be bold, but without any unnecessary packaging.We believe that fish is always the hero. So, we definitelydon’t want to hide it. Let the fish be seen in all its mouth-watering glory.

We know that some people are a little bit squeamish

about touching fish. So, it would be fantastic if thepackaging was clever enough to go straight into the oven.

Remember that the fish must always be light and crispy.Absolutely no soggy bottoms here!

Because we’re really helpful people, we want to shareour top tips and serving suggestions on the packagingto make it as easy as possible to enjoy our lovely fish athome.

Pack design (including logo and colours) are not part ofthis brief – it’s all about the shelf packaging and how itenhances the consumer’s eating experience.

YCN STUDENT AWARDS 2016 - Francis Halder

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THE PACKAGING.

The packaging has to complement the chilled coatedfish inside; support the quality positioning of the

brand, protect the product whilst it’s on shelf andbeing transported home so ultimately enhancing theconsumption occasion by ensuring the fish is as fresh aswhen it was caught.

We care about fish and everything that goes into itincluding the packaging. All of our packaging needs torecyclable and lightweight.

Don’t forget, that as most of our coated fish is sold insupermarkets, and they like to maximise efficiency fromthe shelf-space, we need to make sure that the packagingis designed so that it uses the shelf space as efficiently aspossible.

On the right are the nets for the packaging I havedesigned. The main feature of the design is the cut outsection of the wrap around, this is to show off the fish tothe customer and also to create an opportunity to showof the brand by using the wave design. The packing fitsin with the rest of the range and is easily changed fordifferent versions of the range (colours, titles etc).

The packaging also features serving suggestions, acooking guide and all the important information such asingredients and storage.

The packinging uses minimal materials and would beprinted using recycled ink and on recycled cardboard.


*Flavours shown are concept only.

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The secret to perfect crispy fish everytime.

Alongside the cardboard sleeve will be a metal roastingstyle tray with a plastic cover. This is designed to gostraight from the fridge and into the oven without openingso there is no fishy smells for people who are put off bythe smell of raw fish.

Step one - Remove from fridge and remove the cardboardsleeve.

Step two - Place straight into a pre-heated oven.

Step three - wait 20 mins, open the packet and flip thefish.

Step four - Place back in the oven for a further 10 mins to

crisp up the other side.

No preperation, No raw fishy smells, No cleaning messytrays, No fuss.

The secret to the crisp is the design of the tray, the raisedcooking platform stops the fish from sitting in cookingjuices and guarentees crispy fish everytime.

Tray conceptsTop and Cross Section views.


THE PACKAGING.

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Packaging with tray concepts.Top and Side views.


THE PACKAGING.

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Alternate packaging with tray concepts.Top views.

THE PACKAGING.

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Top or Front of the packaging.

I have designed the overall packaging to fit straight intothe current saucy fish co. range by using the same coloursand typography.

The main feature of the front of the packaging is the largecut out so the customer can see the fish in all its saucyglory on the shelf.

I have featured the NO TOUCH, NO SMELL, NO FUSStagline so customers know straight away how easy it is tocook the product.

The cut out features the wave branding across the bottom.The other advantage of the cut out is that it saves onmaterials and waste. (paper cut out duiring manufacture

can be recycled and used again. I estimate this to bearound 30/35% of the total.)

The shape of the packaging also makes sure that theproduct sits well on the shelf and uses minimal space(something the supermarkets like!)



THE PACKAGING.

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Sides of the packaging.

The smaller side of the packet features space for servingsuggestions etc.

The longer side is the side customers would see on theshelf when the product is stacked.



SERVING SUGGESTIONS.

THE PACKAGING.

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The bottom of the packaging.

The top section features ingredients and storageinformation.

The bottom section has a glue tab to attach to the topsection making a complete sleeve. This sections has all theimportant cooking information and how to get in touchwith the company.


THE IMPORTANT STUFF.

Lorem ipsum dolor sit amet, consecteturadipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.Ut enim ad minim veniam, quis nostrudexercitation ullamco laboris nisi ut aliquip exea commodo consequat. Duis aute iruredolor in reprehenderit in voluptate velit essecillum dolore eu fugiat nulla pariatur.Excepteur sint occaecat cupidatat non.

Lorem ipsum dolor sit amet, Duis aute iruredolor in reprehenderit in voluptate velit essecillum dolore eu fugiat nulla pariatur.

Once defrosted, do not re-freeze.

This packet is made from 100% Recyclablematerials. Please Recycle.

INGREDIENTS STORAGE

HOW TO COOK - 4 STEPS TO PERFECT CRISPY, CRUNCHY FISH

Step One Remove Cardboard sleeve and pre-heat oven to

180˚C/350˚F/Gas Mark 4.

Step Two Once the oven is warm, place the tray directly into the oven on the middle shelffor 20 minutes.

Step Three

Step Four Pop back in the oven for a further

10 minutes & then serve.

GET IN TOUCH


THE PACKAGING.

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NET FLATS.



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NET FLATS.



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NET FLATS.



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