Design of packaging for Green Fish Agama alternative salmon, riet, voc
Project: Agama Lab / Green Fish - a line of plant-based alternatives to fish
Task: Develop a visual solution for the packaging of a plant-based line intended for vegans, vegetarians, and an audience that consciously chooses plant-based nutrition. Ensure trust in the new product format, correctly form expectations, and visually separate the plant-based alternative from traditional fish products without using photorealistic imitation.
Solution: A visual packaging system based on the principle of honest communication has been created: a graphic, conditional image of a fish is used as a metaphor, and the plant origin of the product is emphasized through images of grain and legumes inside the shape. The color palette and typography enhance associations with naturalness and dietetics, and the transparent window demonstrates the real product. Naming and information hierarchy build clear positioning in the plant-based segment and allow the line to be perceived as a standalone gastronomic product, rather than an imitation of an animal analogue.
Develop a holistic visual packaging system for a plant-based product line, including several product formats: riets, ready-to-eat dishes such as wok with vegetables, and formed fish alternatives. The line should be perceived as a single brand direction, while each product is easily distinguishable by purpose, method of consumption, and flavor profile.
The key task was to establish trust in the new food format for the market and correctly manage consumer expectations. The visual solution should not imitate traditional fish products, but rather emphasize the plant-based origin and independence of taste. It was important to avoid photorealistic images and visual deception, while preserving understandable associations with familiar dishes.
Particular attention was paid to the hierarchy of information and the readability of the packaging in different scenarios - on the shelf, in the refrigerator, and in e-commerce. The design should work equally well for cold products, ready-to-eat dishes, and fish alternatives, and remain scalable for possible expansion of the line without losing brand recognition and logic.
Additionally, it was necessary to consider the diversity of consumption contexts within the line: from quick snacks to full meals. The packaging should work equally confidently in everyday scenarios and in situations of first acquaintance with the product, when the consumer does not yet have experience with plant-based fish alternatives.
Also, the task was to create a visual system that can withstand careful examination. The design should remain clear and honest in close contact with the packaging, not contradicting the composition and method of preparation of the product, and forming a sense of thought-out, modern solution, characteristic of brands from the international plant-based segment.
Current situation: examples of competitors, sources, mood board, sketches of solutions
solution
for packaging design
As part of the project, a unified visual packaging system was developed, combining different formats of plant-based products into a single line. A fish image was used as a basic metaphor, a recognizable cultural marker of the category, rethought through a graphic, conditional language, and devoid of photorealistic imitation. This idea became the starting point for the entire line and was adapted for each product, taking into account its format and consumption scenario.
For alternative salmon, the fish image is the central visual element and directly forms the product expectation, while its filling and texture emphasize the plant-based origin. In riets and ready-to-eat dishes, the basic idea transforms: the fish ceases to be a direct object of depiction and passes into a system of signs, forms, color accents, and compositional techniques, maintaining a connection with the category without literal repetition of the image.
Such an approach allowed us to build a hierarchy within the line: each product is perceived as independent, but visually and semantically connected to the others. Common principles of typography, color logic, and composition ensure the integrity of the brand, while the variability of graphic solutions provides flexibility and scalability of the system.
The solution is adapted for different media and packaging formats, including cold products, ready-to-eat dishes, and fish alternatives. The visual system works equally confidently in retail and e-commerce, maintaining readability, honesty of communication, and brand recognition when expanding the line.
results of implementation of new packaging
For Agama (Green Fish line), packaging for plant-based salmon was developed, which simultaneously broadcasts a healthy lifestyle, plant-based origin, and connection to the familiar category of red fish.
The solution allowed us to highlight the product in a visually overloaded freezer shelf and give the buyer a quick signal that what they have in front of them is a plant-based alternative, not classic fish, which is critical for correct choice and expectations.
The product with this design is still represented in online retail and specialized stores, which means the packaging successfully works in a commercial environment and is used by the brand as the main carrier of the Green Fish concept.
Analysis of reviews shows that consumers primarily discuss the taste and texture, not the visual, which means that packaging is not a barrier to purchase and performs its task - to attract attention and clearly communicate the product idea.
In conditions where the product itself causes polar taste assessments, it is the competent design of the packaging that allows the brand to remain in the segment of plant-based fish and continue to experiment with the category, reducing the risks of misunderstanding by the buyer.
WE USE COOKIES
We use necessary cookies to make the site work and optional cookies for analytics and improvements. Optional cookies are used only with your consent. You can change your preferences at any time in Cookie Settings. See our Privacy Policy for details
