Latitude 45
[CPG] [Packaging Update] [Copywriting] [Recipe Creation] [Recipe Photography]The #1 smoked salmon brand in the United States sought a refresh that reduced plastic waste and showcased one of it’s biggest selling points: Fresh to smoked within 24 hours of leaving the water. This packaging update aimed to add a touch of whimsy while maintaining it’s highly recognized and clean brand identity. The release of the updated classic flavors also included the launch of a brand new product — the Smoked Salmon Candy Bites. The Smoked Salmon Candy Bites packaging won the award of Best Retail Packaging of Products at the Seafood Excellence Global Awards 2024.
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UPDATES TO NOTE:
Replace the red box in the corner, which drew attention away from the salmon, with a callout on more sustainable packaging update. The changes to the product line resulted in about 30% plastic waste reduction.
Introduce the script font used on social media onto the packaging for a more whimsical and fresh look.
Add fresh to smoked callout in a graphical and visually appealing way.
Hidden messages behind each package driving back to socials, in store, or website.
Easy peel callout on bottom corner alerts customers to the new easier-to-use opening.
Bigger text sizes for improved legibility.
Fresh on the market, Latitude 45’s Smoked Salmon Candy Bites packaging won the award for Best Retail Packaging of Products at the Seafood Excellence Global Awards 2024. Spot my packaging on shelves at Walmart, Meijer, Winn Dixie, and BJs Wholesale.
These bites come ready-to-eat right out of the packaging. The packaging is recyclable and contains information for consumers, including product benefits, certifications such as 4-star Best Aquaculture Practices and Kosher, a complete recipe suggestion, and a QR code for additional recipe inspiration.