Refreshed Seafood Brand from Sydney Australia

Refreshed Seafood Brand from Sydney Australia / World Brand & Packaging Design Society

The Creative Method - Doyles Seafood Identity Refresh

"Back in 1885, Doyles on the Beach first opened its doors in Sydney Australia, serving seafood freshly caught by hand line. The Creative Method was approached with the task of refreshing the iconic Doyles Seafood packaging whilst retaining its history and heritage of quality, authentic seaside dining. We created a suite of packaging and collateral including food cartons, cups, signage, a poster series and newspaper menus. Working with basic printing methods, we looked at a way to maintain authenticity. We achieved a textured look emulating newsprint to adorn the menus, posters and packaging. The use of vintage graphics and language also gives a nostalgic nod to times gone by. We used the iconic Doyles brand blue solely on these items to drive the idea of a fresh, quality seaside dining experience.

We gave Doyles a brand extension that focuses on history and heritage, not just aesthetics. Typography styles seen in the late 1880's are close to Doyles own heritage, so we looked to incorporate this into the packaging. Only using copy that reinforces quality and what the Doyles brand stands for - “Always the finest catch”. Vintage graphics work with the production method (flexography) to make the brand feel more authentic with texture and style."

Refreshed Seafood Brand from Sydney Australia / World Brand & Packaging Design Society
Refreshed Seafood Brand from Sydney Australia / World Brand & Packaging Design Society
Refreshed Seafood Brand from Sydney Australia / World Brand & Packaging Design Society
Refreshed Seafood Brand from Sydney Australia / World Brand & Packaging Design Society
Refreshed Seafood Brand from Sydney Australia / World Brand & Packaging Design Society
Refreshed Seafood Brand from Sydney Australia / World Brand & Packaging Design Society
Refreshed Seafood Brand from Sydney Australia / World Brand & Packaging Design Society
Refreshed Seafood Brand from Sydney Australia / World Brand & Packaging Design Society

Design Agency: The Creative Method
Brand / Project Name: Doyles Seafood Identity Refresh
Project Type: Consumer Brand Redesign, Consumer Brand Rejuvenation
Design Deliverables: Consumer Rebranding, Consumer Visual Brand Identity, Consumer Graphic Packaging Design
Location: Australia
Market Country: Australia
Market Region: Oceania
Project Type: Agency Commercial / Published
Project Category: Fresh Food
Packaging Format: Box, Cup
Substrate / Material: Pulp Board, Pulp Paper