King & Prince - King & Prince
The CompanyBased in Brunswick, Georgia, King & Prince Seafood Corporation produces seafood for restaurants and food retailers in the United States. It offers shrimp and other seafood products. Founded as King Shrimp Company in 1924, it was renamed as King & Prince Seafood Corporation in 1986. As of July 1, 2005, King & Prince Seafood Corporation is a subsidiary of Gorton's, Inc.
The Task
After great success with several of its items in the club store channel, King & Prince made the decision to develop a comprehensive retail brand packaging program. King & Prince turned to Addison Whitney to develop a visual brand identity that would differentiate its further processed premium seafood entrees and dips from its competitors on the frozen seafood shelf.
The Addison Whitney Solution
Visual Branding
The process began with a comprehensive assessment of competitors and potential competitors in both the retail grocery and club store environments. Core elements of the logo and package were retained in order to protect the equity King & Prince has built over time. An evolutionary change was made to the King & Prince logo to update and modernize the look. The typeface, colors, and layout were all chosen to reinforce a premium quality and compliment the colors of the product photography prominently shown on the front panel. The result was as intended: a package that stands out on a crowded shelf and connotes a premium, value added look.
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