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Guomin Fish

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Research indicated that most packaging in major channels (like PX Mart) lacked a human touch. Guomin Fish had an opportunity to emphasize local fisheries, cultural heritage, and the value of fresh seafood.

Branding

Packaging

Challenge

Guomin Fish (國民魚鋪) boasts an advanced rapid-freezing technology but needed a brand identity that felt warm and inviting for the mass market, rather than coldly high-tech.

Solution

We designed a simple, welcoming logo and paired it with hand-drawn fish illustrations reminiscent of an old encyclopedia. A key packaging feature is a “window” cutout that showcases the product’s freshness at a glance. Using a calm blue palette evokes the sea while instilling trust, and concise text stories highlight fishermen’s culture and respect for marine resources.

Outcome/Results

Guomin Fish successfully entered multiple high-end supermarkets and attracted international interest in its freezing technology. By blending an approachable design with cutting-edge innovation, the brand now stands out as both authentic and advanced, resonating with consumers seeking fresh, culturally rich seafood.