Delicut Frozen Seafood

Derrick Lin


Design: Pink Cheese Designs
Location: India
Project Type: Produced
Client: Delicut
Product Launch Location: Global
Packaging Contents: Seafood
Packaging Substrate / Materials: Paper Sleeve with Aluminium Tray
Printing Process: Offset Printing

Delicut is a gourmet pre-marinated frozen seafood brand selling direct to consumers across supermarkets in the UAE.

Delicut’s aim was to bring delicious, fresh seafood from ocean to dinner table in record time. With 25 years of experience in the seafood exporting business, they noticed that it was almost impossible for the end consumer to get top-quality seafood at reasonable prices.

Delicut procures the boats, sprinkles it with spices and seasonings curated from a panel of expert chefs, and packages it into airtight, stay-fresh packaging to ensure utmost quality without paying the utmost price. The target audience were people who quickly survey the shelves for a healthy, low calorie, well-priced high quality ready to eat meals.

The idea was to make the packaging attractive enough to remind them of home-cooked meals but also have it look distinct and slightly upmarket owing to the gourmet nature of the ingredients being served. The client wanted the package to easily convey all that the brand stands for with a quick glance and have the various flavours look distinct from one another on the shelf showing the variety. We decided to take top angle shots of the meals and make it the focal point of the packaging.

The illustration of the fish heroed in the meal was placed strategically so as to show the viewer that the body of the fish is the dish itself, while the remaining elements were placed to hint at the flavour profiles of the particular box. A warm colour palette was used to differentiate one product from the other. Vintage illustrations paired with elegant typography was used to define the branding. The end result was a well-rounded branding, packaging and website design which followed a consistent brand language. This product was a pioneer in the UAE market and with the right packaging the client has been boasting that it’s been flying off the shelves.

What’s Unique?
The design ideology and aesthetic sense is what sets the package apart from it’s counterparts on the supermarket shelves.