Creative Agency: The Creative Method
Creative Director: Tony Ibbotson
Project Type: Produced, Commercial Work
Client: Doyles Seafood
Location: Sydney, Australia
Packaging Contents: Seafood, Coffee
Packaging Substrate / Materials: Paper, Cardboard
Printing Process: Flexography, Digital Printing
Back in 1885, Doyles on the Beach first opened its doors in Sydney Australia, serving seafood freshly caught by hand line. The Creative Method was approached with the task of refreshing the iconic Doyles Seafood packaging whilst retaining its history and heritage of quality, authentic seaside dining. We created a suite of packaging and collateral including food cartons, cups, signage, a poster series and newspaper menus. Working with basic printing methods, we looked at a way to maintain authenticity. We achieved a textured look emulating newsprint to adorn the menus, posters and packaging. The use of vintage graphics and language also gives a nostalgic nod to times gone by. We used the iconic Doyles brand blue solely on these items to drive the idea of a fresh, quality seaside dining experience.
We gave Doyles a brand extension that focuses on history and heritage, not just aesthetics. Typography styles seen in the late 1880’s are close to Doyles own heritage, so we looked to incorporate this into the packaging. Only using copy that reinforces quality and what the Doyles brand stands for – “Always the finest catch”. Vintage graphics work with the production method (flexography) to make the brand feel more authentic with texture and style.