NADLER is the market leader in the field of fish delicatessen. The brand’s most popular products include creamed herring fillets. We had the opportunity to specifically redesign their packaging in 2022. The new packaging has several advantages at once – for consumers, retail partners and, last but not least, for the environment.
“NADLER. Giving the best.” In line with this claim, the brand strives to continually optimize its fish products. Delicious recipes of the highest quality are the top priority. But NADLER knows that packaging also plays an essential role. As early as September 2021, the products of the renowned brand received a comprehensive visual makeover. Since then, the packaging design has presented itself even fresher and more modern. Further changes followed last year. These primarily concerned the packaging itself. The first of these was the NADLER Sahne Heringsfilets.
NADLER Sahne Heringsfilets are available in two different versions: the classic with onion, cucumber and apple, and the version with mildly spicy dill. Both products are available in 170-gram and 400-gram containers. They have been very popular with fish fans for many years. In the summer of 2022, the NADLER Sahne Heringsfilets entered the refrigerated shelves of supermarkets in packaging that had been redesigned by us exactly according to the customer’s wishes and was now of an all-around higher quality.
Our task was to redesign or rather adapt the packaging of the Sahne Heringsfilets – i.e. the “tub” and the lid – in accordance with the matrix specified by NADLER and the agreed steps. After all, fundamental features such as the iconic boat shape were to be retained at all costs to make it easier for consumers to recognize their cherished products. The goal was to first develop and then practically implement a revolutionary, advanced type of packaging for herring fillets in sauce. There were specific requirements, such as the use of PP as a material.
The new packaging for NADLER cream herring fillets uses less plastic than the previous packaging. To achieve this, we used a different manufacturing process, more precisely the so-called thermoforming technique, which has a number of advantages: this method saves material and costs. In addition, the plastic packaging produced in this way can withstand extreme fluctuations in temperature and pressure, as can occur during transport. Returning to the plastic reduction, it amounts to 18 percent for the 170-gram containers and 28 percent for the 400-gram containers.
In addition, we reduced the proportion of printed surfaces. The cups in the proven, but modernized shuttle look are transparent. The same applies to the lid. Only the sealing foil with blue border and the banderole are printed. The latter encloses the tub together with the lid. And thanks to the specially designed lid shape, it cannot slip during transport. The deliberate minimalism and transparency of the packaging have two important advantages: On the one hand, they ensure optimum visibility of the contents, which in turn conveys the impression of freshness; and on the other, they simplify recycling, because all packaging components can be disposed of quite easily in the yellow garbage can.
When designing the packaging, we also kept NADLER’s retail partners in mind: a recess in the lid, which is precisely adapted to the contours of the cup base, allows the cream herring fillets to be stacked on the shelf in a space-saving yet stylish way.