How can a brand icon reach new consumers?

Orkla Foods’ BOY is an all-time favourite pickled herring brand. BOY was in need of an update and a refreshing to reach new consumers. In addition to the brand name, we focused on BOY’s iconic color-coding and small tweaks to support the perception of everyday high quality. We added a hint of a maritime feel without going overboard. The result is eye-catching packaging that appeals to consumers who are not regular herring eaters. Sales have gone swimmingly.