The folks at Honey Smoked Fish Co. will stop at nothing to deliver the freshest, most flavorful fish on the market. By never freezing and immediately sealing after smoking, it’s a taste that’s almost hard to believe for salmon — a reaction commonly observed upon first bite. We integrated the idea of just how shockingly tasty and versatile Honey Smoked Salmon can be — along with the quirkiness the brand is well known for — into an arresting package design and campaign.

Beloved in Colorado, but unknown to everyone outside of its home state, Honey Smoked Fish needed a package that could appeal to new markets without alienating its loyal fanbase. With that in mind, we took our favorite parts of the original and created a design inspired by vintage fish market signage. The result is a package that captures the brand’s personality — bold, modern, health-conscious, authentic and just a little bit weird.

To drive awareness for and purchase of this delicious fish, we leaned into a truth that we discovered the first time most people try it — this salmon simply doesn’t taste how you’d expect. Playing off that element of surprise, we created a campaign that highlights flavor, convenience and versatility through a combination of video, outdoor, digital and social.

With the brand’s new positioning in place, we needed to bring it to the website. Immediately after the overhaul, honeysmokedfish.com saw a 562% increase in site sessions and a 757% increase in new users.