In response to an increasing consumer interest in seafood, the owners of Gourmet Blends, an accompaniment to meat, fish and vegetable dishes, “saw an opportunity to take ownership of a market category” and commissioned Sydney-based design agency Co Partnership, who renamed and repositioned the brand as Seafood Kitchen, to develop a new visual identity and packaging solution.

Co’s approach takes the traditional sensibilities of an old style uppercase serif and conversational italic and sets these within the context of a contemporary colour palette that mixes a consistent deep-sea blue with a brighter flavour specific highlight. There is a good sense of space across the surface of the packaging which enhances the playful flourish of a die cut window across the front which effectively conveys the nature of the product with a dusted quality whilst providing a simple iconographic contrast to the detail of the typography. A tactile, uncoated, folded paper structural design manages to transcend this union of old and new with a retrospective practicality and category distinctiveness.