A new stage in the VIČI Salmon Category: updated packaging
Over the past year, we have been consistently working on the renewal of one of our key categories – salmon.
This was not just a design update. It was a structured, strategic project that began last year with a creative agency pitch. The process was won by Etiquette, followed by a long, consistent and detail-driven collaboration.
Project objectives:
- To update the integration of the VIČI logo across packaging
- To modernise the salmon packaging design
- To clearly differentiate Classic and Premium lines
- To create a clear SKU structure on shelf
What remains unchanged?
The positioning of VIČI salmon remains the same:
- Classic – for a broad audience, everyday choice
- Premium – for consumers seeking higher quality, origin and distinctiveness
In other words, the strategy stays the same – we are strengthening its expression through design.
What has changed?
1. New visual identity
- Integration of the updated VIČI logo
- Cleaner, more modern composition adapted for European and US markets
- Clearer shelf hierarchy
2. Stronger segmentation
- Classic line – light, clean, top mainstream aesthetic
- Premium line – richer, more refined, with stronger quality and origin cues
3. Stronger shelf impact
- Increased contrast
- Improved logo visibility
- Refined typography
- Clearer product naming
What does this deliver?
- Easier navigation for consumers on shelf
- Clearer differentiation between product lines
- A stronger VIČI image as a modern, high-quality brand
- A more consistent and well-structured category across all markets
A big thank you to all teams involved in this extensive process.
The result – a unified, modern and strategically clear salmon product line.