Bergen

Agency: Depot branding agency
Creative director: Alexey Fadeev
Design director: Nikita Ivanov
Art director: Vera Zvereva
Designers: Nikita Ivanov, Vera Zvereva
Project manager: Elena Melnik
Copywriter: Sasha Fedoseeva
Project Type: Produced
Client: Bergen
Location: Moscow, Russia
Packaging Contents: Seafood
Packaging Substrate / Materials: Paper

Challenge
How to show customers that the northern shrimps they are about to eat are perfect? The very same perfect shrimps sailors catch in the dark seawaters searching for the most precious sea treasure – an ideal shrimp. How to stand out from plenty of corners presented at Moscow food courts? How to emphasis the product quality of Bergen restaurant which cooks the meals with prime Norwegian shrimps?

Solution
We have developed a unique brand identity using the geographic coordinates symbols. The packaging design idea was based on the identity. We have reinterpreted basic packaging forms to stand out from competitors. The packaging shape represents the idea of immense sea spaces with a fearless ship chasing a perfect shrimp. Hand-drawn water structures, a neat comma/shrimp sign and minimalistic graphics create a unique style for a street food café.

Result
A blue ship is a meal box, an orange shrimp is a sauce holder and the cups are wrapped in sleeves with various illustrations. The new packaging shapes have attracted audience attention and have created the unique atmosphere of sea adventures brave sailors take to bring that special shrimp to you.