Rachelle Fisher

Would a canned seafood meal be appealing to an American consumer?

This is what Henry Lovejoy, owner and co-founder of Freshé Meals wanted to find out. He knew he needed to start with an eye-catching, attractive package. And it needed to quickly communicate that it was a fresh, premium, sustainably caught meal-in-a-tin that’s ready-to-eat and full of protein – all on a teensy tiny package!

Branding, product development and marketing all began together at the same time. The tagline “Small Meals, Big Protein” was born out of brainstorming with a copywriter while I started sketching logos.

Globally-inspired recipes were being developed, so I dove into researching traditional art & culture to find inspiration. I was transported from dreary Portland, Oregon to the warmth of far away places and researching could never have been more fun. I was drawn to the bright colors of Portugal, where the cannery was based.

Next, I put together several mood boards before beginning package design.

I knew that each region the recipes came from would have traditional patterns that could be used on the tins, hinting at the flavors within. The idea was a winner. Each bright, eye-popping, colorful tin has a fun design that matches the region the recipe was inspired by.

“These are all really designed beautifully.” – Ramon Vela, (Apple Podcast: The Story of a Brand)

Back label copywriting takes you on a mouth-watering journey to the region.

Freshé meals can now be found in 2,700 grocery stores across the U.S. and directly on Amazon and Walmart.