Phillips Announces New Logo, Packaging


SeafoodSource staff

Published on
August 21, 2008

Phillips Foods yesterday announced it launched a redesigned logo for its retail line. The new design retains the original logo's Old English font and red and black color scheme, but with a cleaner, brighter look.

The company used the marketing communications firm H&D to update the 50-year-old logo.

"It was essential that we come up with a fresh design that would stand out, but that would maintain some semblance of a brand that is already very recognizable," says Kathy Harvey, H&D president. "The new logo strikes the perfect balance. It's easier to read, easier to produce from a printing standpoint and it's modern."

In addition to the new logo, the company redesigned packaging for its frozen food line. The design creates brand blocking, making the product easier to spot among competing products and features food photography.

"Our concept with the new packaging was 'eat with your eyes.' We wanted customers to know that the entrée they picked up in the grocery store was made with the same attention to quality, freshness and great flavor as a meal they might order from a Phillips Seafood restaurant," says Vetry Selvi, H&D creative director.

The first products to display the new designs in grocery stores are Phillips' Steamer Creations.

Phillips is also redesigning its crabmeat can.

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