Image Back Loin Packaging
Image The Strøm Wordmark
Image Packaging detail
Image Mountains surrounding the Strøm Habitat visible in the background
Image Strøm Lineart Illustration
Image Photo from the Strøm habitat
Image Belly loin packaging
Image Photo from the Strøm habitat
Image Receipe outtake
Image Photo from the Strøm habitat
Image Recipe booklet
Image Watercolor illustration
Image Strøm Cooler (holds 2x Loins or 1 bottle of wine)
Image Strøm Website
Image In-store cooler display
Image In store sampling stand
Back Loin Packaging
The Strøm Wordmark
Packaging detail
Mountains surrounding the Strøm Habitat visible in the background
Strøm Lineart Illustration
Photo from the Strøm habitat
Belly loin packaging
Photo from the Strøm habitat
Receipe outtake
Photo from the Strøm habitat
Recipe booklet
Watercolor illustration
Strøm Cooler (holds 2x Loins or 1 bottle of wine)
Strøm Website
In-store cooler display
In store sampling stand

Super Cod

Project name
Strøm Case Study
Year
2012

Strøm goes to incredible lengths for quality – namely to remote, pristine locations off the coast of northwestern Norway. The coldest, freshest cod can be found there, and Strøm catches and filets the delicious fish for its customers a mere three hours after being pulled from the icy sea.

Input

The intrepid group of codfarmers behind Strøm wanted to launch their fish as an independent product. They came to us needing a unified identity and presentation that spoke to their dedication to quality.

Output

We developed everything from their name to their positioning. To better understand how to present Strøm to the public, we worked closely with chefs and food experts to learn more about the benefits of cod. We also spoke with customers, seafood merchants and storeowners to find out what defined quality to them. The best cod was pure white, odorless and as cold as possible. The purer and cleaner it looked, the better it would come to taste. It turned out many people wanted to eat more cod but had no idea how to cook it, and like many fish lovers, they were weary about how to remove bones and prepare the fish for cooking.

We partnered with top Norwegian chef Terje Næss to develop recipes for the Strøm website and booklets. The recipes aimed to take the mystery out of cod and cooking fish in general with clear photos and instructions. The recipes also demonstrated one of the best selling points of cod, in that it is incredibly adaptable to any cooking style and flavor.

The metallic grey and white color scheme we used for the packaging and in-store displays brought Strøm’s color to the forefront. The quality of the bare white fish was visible, and a sticker on the back of the packaging gave clear instructions on how to prepare the fish for cooking, along with links to useful recipes. Back loin packages were great for preparing simple dinners, while the smaller belly loin packages allowed for smaller portions for finger food or children’s dinners.

Outcome

Restaurants testify to the brand’s quality by offering Strøm instead of ”cod” on their menus. Strøm achieved a great position in the market and a name synonymous with great-tasting, high-quality fish.

Restaurants testify to the brand’s quality by offering Strøm instead of ”cod” on their menus.

Services

Responsibilities

Strategy, Identity, Print, Packaging, In store promotion, Booth, Website