OLD Branding and Packaging BEFORE Revamp
La Moulière is a brand produced by Connemara Seafoods in Ireland specifically for the French export retail market.
The old La Moulière brand and packaging had a very basic appearance with no aspirations beyond the low end commodity arena. The brief required the repositioning of the brand to the higher quality, upper end of the French market in order to achieve a better margin together with increased sales volumes.
The brand also had no memorable identity or personality and so required a complete radical overhaul with the only allegiance being to the old fisherman visual association.
Another key element in the revamp was the need to suggest traditional French brand/product “origins” because of the French consumers more nationalistic bias towards purchasing seafood which was of their own home produced French origin.