Albatros canned fish branding and packaging design for CBG Group by DesignRepublic. Albatros is one of the canned fish brands of the CBG Group, house of good food, a Belgian family owned business importing and distributing food and non-food products.

Since quite some time the brand Albatros was in their portfolio and in 2020 CBG felt the time was right to give the Albatros brand a new élan. So they contacted their trusted agency since years: DesignRepublic.

The briefing they gave to DesignRepublic mentioned the following: the positioning should stay ‘private label’, meaning that this brand is intended for retailers who are not having their own private label in this category. Albatros canned fish should be positioned in the market as an accessible brand, reflecting good quality with an attractive pricing.

We translated this briefing into a kind of ‘mini storytelling’ using a lighthouse and seagulls. For the rest we applied a clear color coding between the different products. In this way the packaging is attractive, accessible and colorful while we could avoid extra costs for photography and illustrations. The aquarelle type of color use fits super well with the product ‘fish’, and could nicely be applied in the gif’s we made for our social media.

Another happy tasting from CBG, the house of good food, by DesignRepublic. For the CBG Group we previously redesigned the Elvea tomato range and the Bonner dried fruits range. Elvea, Bonner and Albatros are all Belgian household brands whereby the heritage should be really well respected, not to confuse the customer.