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Packaging > 13.2 Food & Beverage Packaging

Biggans Böcklingpastej, packaging design

by Bedow

Swedish family owned food brand Biggans required a design update for their böcklingpastej — a smoked herring fish paste. Biggans wanted to reach a new, younger target group for the product by communicating the craft behind the making of the product.
Rethinking the familiar tube and product itself, illustration was used. A large herring covers the length of the tube, set against a sea green backdrop. A further set of illustrations were drawn for the packaging boxes the tubes sit in. When the box is full, it’s a sea of fish. When empty, it reveals the bottom of the ocean.
Integral to design was for all packaging to be unique. Böcklingpastej is now an obvious product of the sea. The sales have risen by 23% since the new product packaging launched and it’s grabbed the attention of numerous blogs and magazines, including Monocle Magazine and The Observer.

  • Creative Directors Perniclas Bedow
  • Art Directors
  • Designers Anders Bollman, Mattias Amnas, Fibi Kung
  • Illustrators
  • Photographers
  • Editors
  • Copywriters
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