Blue Star Foods, Miami
Packaging design, product photography and two new sub-brands for Blue Star Foods, a Miami seafood company selling hand picked crab meat. I designed packaging for the established Blue Star range and created Seassentials and Oceanica from scratch, each aimed at a different market. The Blue Star pouch range launched in the UK through Bestway and Costco cash and carries.
- Client
- Blue Star Foods, Miami
- Industry
- FMCG & Food
- Sector
- Food and drink
- Role
- Lead designer
- Project type
- Packaging range
- Services
- Packaging design, artwork, photography
Challenge
Blue Star Foods sells crab meat into very different markets: retail, foodservice, hospitality and export. The established Blue Star brand needed packaging that could win space on shelf, alongside new brands that could reach buyers the parent brand alone could not.
Approach
I kept the existing Blue Star identity and built the packaging around it, giving each grade of crab meat its own colour so buyers can find the right one at a glance. I created new product photography, then designed two new sub-brands: Seassentials, with chalk-style lettering on a kraft panel, and Oceanica, with a gold foil logo on a brown wave pattern. Each was designed for its own market and rolled out across cans, pouches, sleeves, cartons, brochures and an exhibition stand.
Outcome
The Blue Star pouch range launched successfully and is sold through Bestway and Costco cash and carries across the UK. Seassentials and Oceanica gave Blue Star Foods dedicated brands for retail, foodservice, hospitality and export.
Blue Star Hand Picked
Blue Star is the parent brand: a premium range of hand picked crab meat, colour-coded by grade so buyers can find the right meat at a glance. The same look runs from the pouches and tubs to the brochure, pull-up banner and exhibition stand.
Seassentials crab meat
Seassentials is a Blue Star sub-brand with its own personality: chalk-style lettering on a kraft-brown panel, with a bright colour for each grade. It carries from the can to the three-pack sleeves, so the range stacks into a bold block of colour on shelf.
Oceanica crab meat
Oceanica is Blue Star's value-led sub-brand, made to look anything but budget. A gold script logo on a deep brown wave pattern gives the cans, sleeves, shipping cartons and brochure a premium finish.
Gold foil on a brown wave
The script logo has a gold foil effect, so it catches the light on shelf. A fine wave pattern behind it nods to the sea and runs across every pack, from the can to the shipping carton.
Anish brought a fantastic combination of creativity, professionalism and attention to detail to our projects. He understood our brand and our business objectives, translating our ideas into high-quality creative work that made a real impact. His communication was excellent throughout, and he was a pleasure to work with. I would happily recommend Anish to any business looking for a talented and reliable creative partner.
Got a product that needs to stand out?
From packaging concepts to finished artwork, I combine creative thinking with practical production experience to create packaging that works on shelf and across the wider brand.
