Iglo

Nomad Foods, the largest frozen food company in Europe, is owners of a portfolio of leading niche brands including Birds Eye, Findus and Iglo. They manufacture, sell and distribute a several frozen food products in 13 European countries, including the United Kingdom, Italy, Germany, Sweden and France, representing the five largest markets.

Labis Design in partnership with ArteficeGroup has developed, thanks the Brand Language Design, the redesign of the packagings of the twin brands Iglo and Findus, respectively for Germany and Italy, where the ready-made frozen fish recipes are part of a large portion of the consumer market. The goal of the project was to create a distinctive identity packaging for each recipe that can help consumers to navigate easily across the range of the products of the brand, based on their daily needs, both for Inglo (Germany) that Findus (Italy).

Labis Design, in partnership with ArteficeGroup, developed all packagings with the main objective to making the Iglo and Findus brands once again lead the market in the segment of frozen fish recipes. These are brands known for a long time by the German and Italian market, but for being market leaders, they have never been concerned with modernizing their visual communication. Both brands were losing space in the market, while other companies were deploying packagings with a appeal more modern and capable that talk and convince young consumers. The big challenge was to give a more modern visual language to the products without losing the credibility, personality and the strong identity that the brands already had in the market of their respective countries.

A more modern and distinctive visual language has been created to give credibility to the brands. Its product lines promise to please from young people concerned about health, people seeking premium fish recipes even to families.

The brand has a very diverse range of products, consisting of sixteen recipes that have been divided into four clusters: The Beacon of the Range, Taste with a Twist, Premium Ingredients and Good For You. Iglo captain, symbol of the brand, which represents responsibility and well-being is made present again in the packaging of the brand assuring the consumer, that even with new face, Iglo still retains its high quality standard in frozen recipes.

With the new reorganization of the line in clusters, it was necessary to create an architecture of design of packaging of easy understanding for the consumer. The new layout organized with the flag and the logo of Captain Iglo on the left, the name of the line and a banner on the right with the name of the recipe and descriptive. The main purpose was to make it clear to the consumer what he is about to consume, so we chose to highlight the fish fillet, without the interference of ingredients on the plate. The ingredients in turn are positioned to the left side of the package and convey the feeling of freshly harvested, selected and fresh.

The background texture of the packaging simulates a worn wooden table on the predominant blue color, with shades that vary according to its cluster, aiding identification: blue with brown tones for The Beacon of the range, light blue for Taste with a twist, dark blue for Premium Ingredients and natural wood color for the Good For You.

In Italy, Findus is the market leader in pre-fried frozen fish in ready-to-eat meals. The brand has a very varied product range, consisting of eleven recipes that are divided into three lines: I Gratinati, I Grigliati and I Cartocci. The graphic elements designed for this line follow the same style done for Iglo, but with some differences.

Here, Captain Iglo is not a part of the packaging of the recipes, however, the background wood is predominant and it varies according to the line of products: blue for I Gratinati, light blue for I Grigliati and black for I Cartocci.

The image of the fish is evidenced without the interference of ingredients in the dish, but here the atmosphere is more homely, with a napkin under the plate and a small sheet of paper torn from a notebook that becomes the background of the name of each recipe. The ingredients are positioned to the left side of the package, slightly larger compared to the Iglo.