The Cold Never Bothered Me Anyway

From the Atlantic Ocean, on farm ships that freeze it immediately after the necessary cleaning, the Mobilpesca fish is as fresh as just caught and it's safe and guaranteed. But above all, it is good. Could it not be beautiful, too?

  • Art Direction
  • Branding
  • Packaging

The Project

Founded in 1984, Mobilpesca Surgelati S.p.A. works and markets frozen fish throughout Italy. An experience that has been handed down until today, to build a leading company, a point of reference in large-scale distribution, even abroad. Today, the tradition of fish is combined with the most recent technologies for the protection of the sea and, at the same time, of our tables.

The rebranding carried out on Mobilpesca is global and starts from the need to create a package that is up to the quality of the product. The retail-oriented graphics are based on a visual grid system, a new logo and the choice of strong and simplified colors and layouts.

The redesign does not only involve the packaging but also the use of innovative materials for the frozen product, such as the compostable and fully recyclable paper of the top of the range bags. The entire communication system has been revised and improved through a more modern and direct language.