Colorful and Appetizing Food Branding Overhaul
Surfsnax, a salmon jerky brand focused on wholesale, wanted to modernize their packaging and expand their sales to Amazon.
The brand needed food branding and packaging that reflected flavor, sustainability, and health, along with a captivating website and Amazon store and cohesive print materials to market the brand. But they had worked with several agencies before, never achieving the results they needed or wanted.
We asked questions, dove deep, and worked to understand the brand’s vision, unique aspects, and goals. Then, we created engaging food branding and designs that communicated to a health-conscious audience and highlighted the brand’s savory flavors and commitment to sustainability.
—Mike Simon, Founder
We asked questions, dove deep, and worked to understand the brand’s vision, unique aspects, and goals. Then, we created engaging food branding and designs that communicated to a health-conscious audience and highlighted the brand’s savory flavors and commitment to sustainability.
- Brand identity
- Mood boards
- Tagline
- Package design
- Responsive web design
- Amazon store design
- Copywriting
- Sell sheet
- Business cards
- Brand messaging
- Product Lifestyle Images
- Trade show banners and tablecloths
- Print ready artwork mechanicals
Brand Identity
and Conception
The first step was to create a strong, recognizable, and memorable brand identity. One of the unique aspects of the product was the production process that eliminated the “fishy flavor” and provided a delicious, salty, savory jerky.
But for many consumers, the association between fish and an unpleasant taste and smell is strong. Surfsnax’s food branding needed to break that association and ensure that consumers could visualize delightful flavor.
We knew that in order to do that, the designs needed a playful, light element—something that didn’t feel fishy or heavy. Creating a modern design would communicate to people that Surfsnax wasn’t making traditional salmon jerky with fishy flavor. Instead, they could expect something fresh and different.
We visualized an engaging brand with bright pops of color and fun illustrations, lighthearted but with a premium feel.
Mood Boards that Offered
Distinct Concept Directions
The first step was to establish a visual representation of our ideas for the brand, using mood boards. Visual mood boards are vital to strategic branding projects—they provide insight into inspiration, showcase different directions the brand can be taken in, and lay the foundation for a strong brand image.
For brands like Surfsnax who work unsuccessfully with other branding agencies, this step is even more important. It provides options and welcomes feedback early in the process, ensuring that we are moving in the right direction to capture the vision the brand owners have in mind. Mood boards also ensure that every member of our creative team is on the same page, telling the brand’s story and cohesively working at every step of the process.
In our mood boards, we highlighted our branding inspiration—maximalist designs and creative illustrations.
We also outlined two distinct concepts for the brand—a straightforward approach and a playful high-end take.
For each concept, we provided color palette options, and visual inspiration such as illustrations, logos, and packaging examples. This provided the brand owners with an opportunity to see the possibilities for the brand and offer feedback and insight before we embarked on the designs themselves.
Based on the mood boards and the feedback, we ended up combining elements from both directions to create the ultimate vision for the branding.
A Logo that Reflects
Brand Values
The target audience for Surfsnax is health-conscious, environmentally-conscious consumers who are looking for protein-packed snacks that are better for them (and the environment) than beef jerky.
The logo reflects both the central element of the product—real Atlantic salmon—and a core value of the brand—sustainability. Surfsnax prides itself on ethical farming practices and a commitment to the environment.
With simple, straightforward messaging, and a fun fish illustration, this logo captures the brand’s identity and values and sets the stage for playful and engaging food branding.
The combination of a bold, rounded serif font with a sleek thin sans serif creates a layered visual that draws the eye and evokes a sense of trust and has a slight retro feel with a modern touch.
For the word “surfsnax,” we replaced the “n” with an upside-down “u” for a balanced visual. We also adapted the curvature of the “r” and the “a” and created a curvy custom “f” to represent ocean waves and fish fails, creating a more fun and playful element, along with custom-creating an “f” that played into the light-hearted feel. The custom “S” drawn with a fishtail plays up the brand personality and sets the product apart.
Packaging Redesign Brings Fresh Food Branding
The original packaging didn’t convey a feeling of freshness or flavor. The stark white package was bland and didn’t captivate attention. As a result, the brand was often overlooked at trade shows.
BEFORE
AFTER
We wanted Surfsnax to feel exciting—a snack that was delicious and craveable. The redesigns leaned on bright, fun colors to capture the eye and evoke a sense of freshness and lightness.
The bold graphic illustrations and bright contrasting colors provide a lighthearted feel while still staying true to the essence of the product.
Bright Food Branding
Color Palette Reflects Fun
One of the biggest changes for this food branding project was the color palette. The vibrant, engaging light blue, pink, and yellow brought a playful feel to the packaging, balanced with a navy that reflected the nautical theme.
This strategic change helped the product stand out on the shelf and the screen, and allowed Surfsnax to stand out as a desirable snack—something fun to eat. It also brought the brand attention and interest at trade shows.
The founder raved about the results, saying “I was just at expo east this past week and weekend. And the feedback was so wonderfully positive on the packaging! What a change from the last show! Thank you so much for all your hard work on Surfsnax. People were really excited about it and kept coming to take pictures of the branding! Thanks again for doing such an awesome job!”
Punny Package Copywriting
with a Strong Brand Story
For the package copywriting, we created a playful pun with “hooked at first bite” to engage the audience. This fun approach is balanced with strong emphasis on the product benefits with phrases such as “addictive savory delights” and “delicious flavor sensation.”
We also wrote a brand story snippet for the package that highlighted the time-honored fishing tradition of the brand while centering the focus on the health benefits.
Minimalistic Color-Block
Web Design
For the website, we created a simple, color-block design that keeps the focus on the brand story, the mission, and the product benefits. Contrasting colors catch the eye while the illustrations callback to the packaging, creating a strong cohesive brand image.
Photographs of ingredients convey the nutritious benefits and whole-food focus of the brand. Ocean and fishing puns throughout the copywriting reinforce the playful, lighthearted feel of the brand.
Amazon Store Design Carries
the Brand Image Forward
The Amazon store design reinforced the brand image and centered on differentiating Surfsnax from competitors.
Lifestyle and product imagery spoke to the audience—health-conscious, active millennials and Gen Zs looking for beef jerky alternatives that are better for them and the planet.
We designed infographics that emphasized the minimal ingredients and health benefits of the products, showcasing what sets the brand apart and why to choose Surfsnax.
Cohesive Print Materials Reinforce Strong Food Branding
Although Surfsnax wanted to embrace the opportunity to sell directly to consumers on Amazon, wholesale and retail partnerships remained very important. They needed branded print and marketing materials that stood out and helped them get noticed and remembered. The uniquely-designed business cards use illustrations and color contrast to catch the eye and command attention, while the simplicity keeps the focus on the important information.
We also designed branded tablecloths, shelf displays, trade show banners, and eye-catching sell sheets to help the brand establish a cohesive image and forge connections with partners and retailers.
The Results
Surfsnax’s rebrand allowed them to reposition themselves in the marketplace, expanding into Amazon and creating a strong direct-to-consumer audience, while also becoming more strategic in their approach to wholesale and retail partnerships.
The refreshed brand became more engaging, memorable, and exciting, transitioning from something that might get lost on the shelves to a product that inspired excitement and curiosity.
The brand has continued to thrive and expand with a strong brand image that ensures they don’t get lost in a sea of competition.
I was just at Expo East this past week and weekend. And the feedback was so wonderfully positive on the packaging! What a change from the last show! Thank you so much for all your hard work on Surfsnax. People were really excited about it and kept coming to take pictures of the branding! Thanks again for doing such an awesome job!
—Mike Simon, Founder
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