SGFOOD — Been on the market since, SGF has become a pioneer in cryogenic freezing technology with a wide range of frozen seafood products and ready-to-cook meals. The old packaging design is consistent and recognizable, yet soon become unfit as new players emerged in and took a bite out of the market.

SGF decided to renew the packaging to achieve a more professional image and let customers feel engaged with the brand.

We undertook research to understand consumers' demand behind their everyday choice and use a need-based segmentation method to restructured the 100-product portfolio. Our purpose is to create each distinct identity that speaks directly to its target audience following a systematic architecture and brand image.