In  September, D2C company Wild Alaskan, a purveyor of wild-caught, sustainably  sourced seafood, completed the rollout of its new product packaging. Cliff  Borress, executive creative director, explains how design was used to convey  the specialness of Alaska and educate consumers on ‘the best fish on the  planet.’

Packaging World:

Why did you update Wild Alaskan’s packaging graphics?

Cliff Borress:

We  always felt like as a brand, we wanted to tell more stories about how Wild  Alaskan is direct-to-consumer wild-caught seafood from Alaska shipped to your  door, and how the fish from Alaska is by far the best fish on the planet. Our  existing packaging did a good job of properly labeling things, but we just  weren’t conveying that specialness of Alaska.  So part of the initiative for the rebrand was about making the brand feel more  Alaska and celebrating real, wild-caught fish.