Delicut is a gourmet pre-marinated frozen seafood brand selling direct to consumers across supermarkets in the UAE. Delicut’s aim was to bring delicious, fresh seafood from ocean to dinner table in record time. With 25 years of experience in the seafood exporting business, they noticed that it was almost impossible for the end consumer to get top-quality seafood at reasonable prices. Delicut procures the boats, sprinkles it with spices and seasonings curated from a panel of expert chefs, and packages it into airtight, stay-fresh packaging to ensure utmost quality without paying the utmost price.

The target audience were people who quickly survey the shelves for a healthy, low calorie, well-priced high quality ready to eat meals. The idea was to make the packaging attractive enough to remind them of home-cooked meals but also have it look distinct and slightly upmarket owing to the gourmet nature of the ingredients being served. The client wanted the package to easily convey all that the brand stands for with a quick glance and have the various flavours look distinct from one another on the shelf showing the variety. We began researching various seafood brands in the market and decided to break through the clutter with a design that spoke volumes without saying much. A warm inviting colour palette was used to differentiate one product from the other and catch the eye of the consumer. Vintage illustrations paired with elegant typography was used to define the branding. The decision to use a tray with a sleeve was keeping the convenience of the consumer in mind. The tray can easily be placed into a microware or oven for a quick meal. The sleeve was designed to make sure that the consumer could get a quick glance at the product before purchase but also had all the information they needed to make a quick decision on the front of pack. The end result was a well-rounded branding, packaging and website design which followed a consistent brand language. We decided to take top angle shots of the meals and make it the focal point of the packaging. The illustration of the fish heroed in the meal was placed strategically so as to show the viewer that the body of the fish is the dish itself, while the remaining elements were placed to hint at the flavour profiles of the particular box. This product was a pioneer in the UAE market and with the right packaging the client has been boasting that it’s been flying off the shelves.