FreshHunt is not just another frozen meat brand; it represents a premium experience, sourcing the finest quality meat and seafood products from across the globe to cater to the discerning palates of consumers in China and South East Asia.
As the design agency behind the creation of FreshHunt’s brand identity and packaging, we approached the project with a deep understanding of the brand’s mission to deliver excellence in frozen meat and seafood products. A comprehensive consideration from brand naming and identity creation, to the packaging design, all of which were crucial in communicating FreshHunt’s premium positioning with consumers.
For the brand’s identity, we came out with its Chinese name “LieHuXingXian” which was carefully crafted to evoke the imagery of “Orion” (also known as the hunter) in the constellation, symbolizing strength, reliability, and the pursuit of excellence. Complementing this, the English brand name “FreshHunt” conveyed the essence of sourcing freshly hunted products from diverse locations worldwide. This dual nomenclature reflected the brand’s commitment to quality and its global outlook.
The packaging design further reinforced the concept by incorporating different star signs to represent various meat categories, aligning with the overarching theme of “hunting” for the freshest and finest products as well as setting a high-end tone to the overall design. Each star sign corresponded to a specific type of meat or seafood, such as beef, pork, lamb, chicken, fish, crab, prawn, and shellfish. This not only added a visually appealing element to the packaging but also provided consumers with clear and intuitive product differentiation.
Upon its launch, the brand’s innovative packaging design made a significant impact in the frozen meat category. Consumers were captivated by the fresh and modern aesthetic, signaling a departure from conventional packaging designs. The brand quickly gained traction among consumers seeking premium-quality meat and seafood products, establishing itself as a frontrunner in the market.