Designed by: Memory® | New Zealand

NewFish is a food brand that aims at creating “future-forward seafood products” with the help of food technologists and award-winning chefs. The seafood brand combined its efforts with Memory®, an Auckland-based creative studio, to design packaging labels that would highlight “the depth and textures” of the Pacific.

“Our packaging objective was to communicate the boutique, premium character of the product using a modern voice, through sustainable materials and treatments. The fundamentals of the design are the defining horizon line; a Pāua blue/green pulled from the depths of the pacific set against a striking white…”

The packaging

Keeping up with the company’s sustainability efforts, Memory® used fully recyclable materials for the packaging. Furthermore, the use of bold color palettes and fish patterns enhances the look and feel of the packaging.

“The NewFish whole Pāua Saucisson is vacuum-packed in an easy-peel recyclable pouch to maintain freshness, within a telescopic box made of sustainably sourced SFI® and PEFC™ certified recyclable cardboard, designed and produced in Aotearoa New Zealand. We opted to use recyclable instead of compostable components as our packaging is designed to be easily separable and has a higher value being recycled into future products.”