How to you make canned fish more appealing to a consumer? You bring color into the mix. Designed by Kuudes Kerros, pickled herring gets a new face with packaging that can be spotted from miles away. The contemporary design features the "BOY" logo front and center with a miniature illustration of a fish and a fishing hook suspended above.

"Orkla Foods Finland decided to update their 40-year-old BOY herring brand with a new packaging. Our task was to strengthen the defined brand positioning with a fresh, contemporary design."

"We drew from the brand’s existing simplicity and everyday value image. Our objective was to make herring temptingly attractive also for consumers, who are not regular herring eaters. 

We kept the bright color coding to ensure the recognizability of the legendary BOY herring family. Then we added a couple of new visual elements; a grand logo, a sympathetic little herring inside the letter 'O', the founding year, as well as a hook and a fishing line for a drop of maritime vibe."


Senior Designer: Tony Eräpuro 

Designed by Kuudes Kerros

Client: Orkla Foods Finland

Country: Finland