Us Swedes are a funny lot, not only do we eat a lot of fish prepared in a plethora of ways, we also like to store it in unusual containers. For example, Biggans is a brand of smoked fish paté, in a tube. Just like Kalles kaviar, loved by all Swedish kids, the tube-packaging makes it easy to squirt out and spread on bread. But unlike Kalles Kaviar, who have had a beloved mascot and easily recognisable packaging for many years, Biggans packaging had many changes and somehow it got lost among the competitor's tube offerings.
Taking inspiration from what is actually in the tube, the new design sports a fabulous simple fish, a herring, where the only colour is the blue-green that reminds me of fishing waters.
The already stylish old "Biggans" logo, which has existed since the family company began selling smoked herring paté in 1952, was simply made smaller, as the fish now grabs the attention to draw the customers to the tube.
The simple boxes that serve as transport packaging can also serve as display packaging, since you can pop open the box as is and place directly into the cold section of the store. It looks like a box full of fish. Even the half-empty or empty box is still decorative, as the seafaring illustrations that are on the outside of the box continue on the inside.