YCN STUDENT AWARDS 2016

Francis Halder

THE BRIEF.
Create a functional structural packaging solution
for a new range of Saucy crispy, coated fish.
Our Saucy Chefs have cooked up a fantastic new range
of crispy, crunchy, coated fish filled with our deliciously
oozing sauces. Now were looking for the perfect
structural packaging to make it pop on-shelf and give the
consumer the perfect eating experience.
The packs need to really stand out on the chilled fish
fixture. Be bold, but without any unnecessary packaging.
We believe that fish is always the hero. So, we definitely
dont want to hide it. Let the fish be seen in all its mouthwatering glory.
We know that some people are a little bit squeamish
about touching fish. So, it would be fantastic if the
packaging was clever enough to go straight into the oven.
Remember that the fish must always be light and crispy.
Absolutely no soggy bottoms here!
Because were really helpful people, we want to share
our top tips and serving suggestions on the packaging
to make it as easy as possible to enjoy our lovely fish at
home.
Pack design (including logo and colours) are not part of
this brief its all about the shelf packaging and how it
enhances the consumers eating experience.

YCN STUDENT AWARDS 2016 - Francis Halder

THE PACKAGING.
The packaging has to complement the chilled coated
fish inside; support the quality positioning of the
brand, protect the product whilst its on shelf and
being transported home so ultimately enhancing the
consumption occasion by ensuring the fish is as fresh as
when it was caught.
We care about fish and everything that goes into it
including the packaging. All of our packaging needs to
recyclable and lightweight.
Dont forget, that as most of our coated fish is sold in
supermarkets, and they like to maximise efficiency from
the shelf-space, we need to make sure that the packaging
is designed so that it uses the shelf space as efficiently as
possible.
On the right are the nets for the packaging I have
designed. The main feature of the design is the cut out
section of the wrap around, this is to show off the fish to
the customer and also to create an opportunity to show
of the brand by using the wave design. The packing fits
in with the rest of the range and is easily changed for
different versions of the range (colours, titles etc).
The packaging also features serving suggestions, a
cooking guide and all the important information such as
ingredients and storage.
The packinging uses minimal materials and would be
printed using recycled ink and on recycled cardboard.

*Flavours shown are concept only.

YCN STUDENT AWARDS 2016 - Francis Halder

THE PACKAGING.
The secret to perfect crispy fish everytime.
Alongside the cardboard sleeve will be a metal roasting
style tray with a plastic cover. This is designed to go
straight from the fridge and into the oven without opening
so there is no fishy smells for people who are put off by
the smell of raw fish.
Step one - Remove from fridge and remove the cardboard
sleeve.
Step two - Place straight into a pre-heated oven.
Step three - wait 20 mins, open the packet and flip the
fish.
Step four - Place back in the oven for a further 10 mins to
crisp up the other side.
No preperation, No raw fishy smells, No cleaning messy
trays, No fuss.
The secret to the crisp is the design of the tray, the raised
cooking platform stops the fish from sitting in cooking
juices and guarentees crispy fish everytime.

Tray concepts
Top and Cross Section views.

YCN STUDENT AWARDS 2016 - Francis Halder

THE PACKAGING.
Packaging with tray concepts.
Top and Side views.

YCN STUDENT AWARDS 2016 - Francis Halder

THE PACKAGING.
Alternate packaging with tray concepts.
Top views.

YCN STUDENT AWARDS 2016 - Francis Halder

THE PACKAGING.
Top or Front of the packaging.
I have designed the overall packaging to fit straight into
the current saucy fish co. range by using the same colours
and typography.
The main feature of the front of the packaging is the large
cut out so the customer can see the fish in all its saucy
glory on the shelf.
I have featured the NO TOUCH, NO SMELL, NO FUSS
tagline so customers know straight away how easy it is to
cook the product.
The cut out features the wave branding across the bottom.
The other advantage of the cut out is that it saves on
materials and waste. (paper cut out duiring manufacture
can be recycled and used again. I estimate this to be
around 30/35% of the total.)
The shape of the packaging also makes sure that the
product sits well on the shelf and uses minimal space
(something the supermarkets like!)

*Flavours shown are concept only.

YCN STUDENT AWARDS 2016 - Francis Halder

THE PACKAGING.
Sides of the packaging.
The smaller side of the packet features space for serving
suggestions etc.

SERVING SUGGESTIONS.

The longer side is the side customers would see on the

*Flavours shown are concept only.

YCN STUDENT AWARDS 2016 - Francis Halder

THE PACKAGING.
The bottom of the packaging.
The top section features ingredients and storage
information.
The bottom section has a glue tab to attach to the top
section making a complete sleeve. This sections has all the
important cooking information and how to get in touch
with the company.

THE IMPORTANT STUFF.

STORAGE

Lorem ipsum dolor sit amet, consectetur

Lorem ipsum dolor sit amet, Duis aute irure

HOW TO COOK - 4 STEPS TO PERFECT CRISPY, CRUNCHY FISH

Remove Cardboard sleeve and pre-heat oven to 180C/350F/Gas Mark 4.

Step Two

Once the oven is warm, place the tray directly into the oven on the middle shelf
for 20 minutes.

GET IN TOUCH

Step Three
Step Four

Pop back in the oven for a further 10 minutes & then serve.

*Flavours shown are concept only.

YCN STUDENT AWARDS 2016 - Francis Halder

NET FLATS.

*Flavours shown are concept only.

YCN STUDENT AWARDS 2016 - Francis Halder

NET FLATS.

*Flavours shown are concept only.

YCN STUDENT AWARDS 2016 - Francis Halder

NET FLATS.

*Flavours shown are concept only.

YCN STUDENT AWARDS 2016 - Francis Halder