ALFREDO - BRANDNEW

SUMMARY

ALFREDO SEAFOOD

Context:

Alfredo Seafood is one of the most established seafood brands in Romania, known for its wide portfolio covering both wild and farmed fish, as well as marinated and smoked products. However, its visual identity and packaging system had remained unchanged for several years, leading to a dated look and limited shelf standout in a competitive retail environment.

As the brand continues to grow, the time had come to refresh its look and improve its visibility and navigation across the expanding portfolio.

CLIENT:

Alfredo Seafood

INDUSTRY:

Food / Seafood

TASK:

Brand Identity Refresh &

Packaging Redesign

The Brief / The Challenge

Our challenge was to modernize the Alfredo Seafood brand while preserving its strongest visual equities.

Key objectives included:

• Enhance the overall look & feel to achieve a more appealing and premium appearance
• Improve brand visibility on shelf - ensure the logo stands out and create a distinctive brand signal for easy recognition
• Develop a masterbrand concept that unifies all products while enabling clear segmentation across 5 product ranges
• Facilitate navigation within the portfolio through color segmentation and intuitive layout.
• Ensure easy identification of fish types by increasing the visibility of product names and appetizing packshots

The ultimate goal was to deliver a modernized packaging system that achieves:

• Easy brand identification

• Strong memorability through distinctive brand assets

• Smooth navigation across the full portfolio

The Solution / The Design Concept

The new Alfredo Seafood identity evolves the brand’s visual world without losing its recognition.
The core brand color, inspired by the original palette, has been refined with a more elegant, contemporary tone, conveying freshness and trust.

We used color coding as a clear and immediate visual shortcut for consumers, ensuring both differentiation and consistency at shelf.

An appetizing packshot construction plays a central role, highlighting the product’s freshness and quality.
Typography, layout and iconography have been optimized to improve readability and hierarchy, making product types and names instantly visible.

The result is a cohesive, flexible design system that modernizes the brand’s presence, enhances shelf impact and strengthens recognition - positioning Alfredo Seafood as a trusted, contemporary choice in the seafood category.