For over 60 years,
SeaPak’s coastal home Saint Simons Island, GA, has provided the inspiration for their extensive range of frozen seafood, bringing the taste of the coast to your table.Smith Design was brought in to more effectively communicate this unique location and positioning to packaging.

coastal inspired

Smith Design set about restaging the packaging to both strengthen the brand block, bringing its coastal inspired flavors to life while also aiding with shoppability and differentiation.

The Design featured a flexible architecture from which to further line-extend. The recent introduction of Burgers and Snacks to the line effectively hearkens back to the master brand while claerly offering something new. The new Snacks line offers consumers affordable and convenient bite-size seafood items that are fun to eat with your favorite condiments or dips and are perfect for all family.


speaking consistently

Establishing a strong visual language was crucial to the success of the restage. Smith Design created guidelines that utilized emotive imagery, photography and graphic devices that paid homage to the heritage of St. Simon’s while being evocative of the region in general.

join the club

The primary objectives for club adaptation were to deliver ‘the Taste of the Coast”, and to show differentiation between multiple SeaPak items. Smith Design created uniquely distinctive packaging solutions for a variety of Club stores that had different packaging objectives


making a mark

The new brand mark leveraged the lighthouse heritage of the St. Simon coastal region and the blue and red equity of the existing color palette.

Smith also developed a range of supporting icons and marks that helped to communicate the functional as well as the emotional positioning.


Smith Design is a solutions-driven partner who brought our ‘Taste of the Coast’ vision to life. Consumers have responded strongly to the new design as evidenced by our brand growth since the launch.

Rich Products, Director of Marketing, Seafood at Rich Products

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