Packaging Pescanova
For over ten years, Draft Flow has been the packaging development partner of choice for the Pescanova Group, a global leader in the fishing and seafood industry. A top-ten worldwide player, Pescanova specializes in everything from extractive fishing and aquaculture to processing and sales.
We are proud to have developed 80% of Pescanova’s packaging in Portugal, supporting their market leadership in the frozen seafood segment across the Iberian Peninsula. This long-standing collaboration with a company of 10,000 employees across five continents underscores our capability to deliver on a global scale.
Client
Pescanova Portugal
Role
Packaging Development
Services
Design Photography
Challenges
& Objectives
/ Project Overview
This project encompassed the comprehensive strategic redesign and ongoing development of the primary packaging portfolio for the Pescanova Group in the Portuguese market. As a long-term strategic partner for over ten years, Draft Flow was tasked with reinvigorating the brand’s presence on the shelf to reflect its position as a global leader in the frozen seafood sector.
The scope involved creating a cohesive, consumer-centric design system for a wide range of products, with the ultimate goal of strengthening brand recognition, ensuring regulatory compliance, and driving commercial performance across one of Pescanova’s key European markets.
Creative
process
Our creative process for the Pescanova account is a deep, strategic partnership that goes beyond aesthetics. It begins with a thorough immersion into the Pescanova brand world, consumer insights, and market trends across the Iberian Peninsula and beyond.
We focus on creating packaging that must accomplish three key objectives:
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Communicate Quality & Trust: Leveraging Pescanova’s heritage as a global leader to reassure consumers of the product’s origin, freshness, and sustainability.
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Ensure Clarity & Compliance: Designing layouts that are not only visually appealing but also perfectly clear, meeting all regulatory requirements for two major markets (Portugal and Spain).
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Drive Shelf Impact: Creating a strong visual hierarchy that makes the product stand out in the competitive frozen food aisle, while seamlessly integrating across the entire product portfolio.
Through this disciplined yet creative approach, we have developed a cohesive and powerful packaging system that supports Pescanova’s market leadership and resonates with today’s conscious consumers.