Coldwater
DIVE INTO FRESHNESS
Brand development
For the European start-up Coldwater AG, the mission was to create a consumer brand logo and packaging that embodies the essence of premium salmon, distinct enough to stand out in the European market.
Anchoring the brand essence in Localness, Freshness, Sustainability, and Premiumness, I crafted designs that communicate these four pillars across all European sites. The challenge was to convey a sense of locality, setting it apart from imported options, the freshness of the product, the sustainability of land-based farming practices, and the luxury of the brand.
In certain markets, it became essential to tailor the brand to local tastes and cultural nuances. This often meant reimagining the logo, reorganizing the information architecture, and even reinventing the brand name itself to align with regional preferences and sensitivities. Each adaptation was carefully crafted to resonate with the local consumer psyche while preserving the global identity of Coldwater.
I opted for dark-colored packaging, utilizing deep blues and blacks to evoke the purity of fresh water, a key element of the brand. The silver typography, reminiscent of crushed ice, conveyed freshness and premium quality. Local retail environments were analyzed to ensure the packaging stood out through color, design, and material differentiation.
A salmon-shaped cut-out in the packaging, offering a glimpse of the product and enhancing consumer appeal, not only provided product visibility but also served as a creative embodiment of the brand logo.
The result was a series of distinct, premium packaging designs that resonated with the local and premium feel of each region. Each package invited consumers into a world of fresh, sustainable luxury. The clear view of the salmon’s color through the cut-out underscored the product’s freshness and high quality, successfully capturing the premium essence of Coldwater’s salmon.
