Gorton’s debuts new logo, packaging

Published on
January 10, 2022
Gorton’s is unveiling new packaging for some of its lines, along with a refreshed brand logo on all of its products.

Gorton’s is unveiling new packaging for some of its lines, along with a refreshed brand logo on all of its products.

The packaging changes on the Gloucester, Massachusetts, U.S.A.-based brand’s Smart Solutions and Everyday Gourmet lines – along with its new logo – were executed after extensive consumer research, the company said in a press release. Over the past year, Gorton's surveyed thousands of consumers to understand who was buying in the category before the COVID-19 pandemic, as well as to gain insights on customers who began to buy during the pandemic, the company said.

“Specifically, the brand was curious to learn how consumer habits and expectations have shifted, how consumers shop (in-store and online), how younger generations’ shopping habits differ from those of older generations, and how prepared seafood fits into their lives,” Gorton’s said.

Company executives also wanted to understand how they could better guide shoppers to the right product for them, which Gorton’s said led to packaging and logo adjustments.

“After learning more from our consumers about new eating and shopping habits, especially during the pandemic, we knew we needed to make some integral packaging and logo adjustments that better align with all of our current product pillars,” Gorton’s Vice President of Marketing Chris Hussey said. “With a wide range of products, we needed to find a way to tie them all together while making sure that consumers still have an easy time shopping and finding what they are looking for.”

The new designs build excitement around the three pillars that Gorton’s products are grouped under: Delicious Classics, Smart Solutions, and Everyday Gourmet. The key aspect of the design change is the use of the iconic Gorton’s yellow on all packaging, the company said.

“The Gorton's yellow has been a signpost on key items, such as Delicious Classics products, and helps consumers identify the frozen prepared seafood section in the frozen aisle,” Gorton’s said. "Consumers will find that it will now be even easier to identify the Gorton’s brand and frozen prepared seafood section, as the brand has added more yellow across all of its product pillars. The use of more yellow makes each product’s name and benefits clearer and easier to read, so consumers can quickly find the products they are looking for. “

Gorton’s new logo has also been refreshed. It incorporates waves behind the Gorton’s Fisherman to reflect the brand’s mission of bringing the goodness of the sea to everyone, the company said.

The new packaging will begin rolling out this month, and the company’s goal is to feature all new packaging in its partner retailers by the Lenten season.

Photo courtesy of Gorton’s

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