至鲜/FRESH SEAFOOD
Designer: Hongcen Chen
Year: 2023
客户作为经过七代人，六位渔民传承的新农接班人，希望能在保留其“至鲜”，品牌卖点icon风格等品牌资产下，做一款实用且不同于其他新兴速冻海产品的包装。
在包装的设计上，沿用了品牌原本的logo，在保险可控和有效表达范围内，调整了品牌色和优化了品牌卖点传播的信息和视觉符号。
Zhixian is a “new-generation heritage brand” that blends the pragmatic spirit of a century-old fishing tradition with an innovative approach to modern agricultural products.
The client, representing the seventh generation of a fishing family lineage—spanning six fishermen—sought a practical yet distinctive packaging design that would stand apart from typical frozen seafood brands, while preserving core brand assets such as the name Zhixian and its icon style.
The new packaging retains the original logo, with refined brand colors and optimized visual elements to enhance the communication of key selling points—striking a balance between consistency, clarity, and differentiation.
包装升级前
包装结构上加入了“开天窗”的形式，使得消费者与产品的沟通更快速有效。
在“1/2厨房菜”与锁“鲜“产品的区分上，“1/2厨房菜”的外包装上增加了美味成品照。
一方面考虑到半成品的美观性不足；
二是让顾客对在“1/2厨房菜”的轻松烹饪有更直观理解，锁“鲜“产品则以更大的产品真实露出。
同时，图标上不同的文字也示意两款产品的区别。