Design: Dozen Agency
Location: Ukraine
Project Type: Produced
Product Launch Location: Europe
Packaging Contents: Seafood

The sea is our field: it provides both fish and a mind dish. Our partnership with Vodnyi Mir, a leading seafood manufacturer, began from deep diving into their range of problems and business tasks. To check the way a whale feels among the sharks, we conducted a brand audit, which resulted in several interesting facts. First of all, there is no seafood consumption culture as such in our country. Secondly, despite the variety of fruits the sea has, the brand is mostly associated with crab sticks. Thirdly, our consumer is a traditionalist, so we need to form a consumer culture and healthy eating habits step by step.

Benefits from the sea every day— this is the positioning we offered based on several strategic sessions. It was scarce consumption that became the main sales increase barrier. And we decided to shift the focus from tasty to that of everyday need. It led to the idea of showing ready-made dishes as common meals of a Ukrainian family.