Swedes love fish—but mostly on holidays. Rarely on weekdays. Surveys show that while many enjoy seafood, they find it time-consuming to cook and uninspiring to shop for. Korshags, a Swedish premium small-scale fish brand, is here to change that. With a deep respect for the ocean and a belief in responsibly farmed fish, they see seafood as a healthier, tastier, and more sustainable choice. Backed by 80 years of expertise and a forward-thinking vision, they’re on a mission to spark a new wave of seafood love in Swedish households—by redefining premium in the category.
The truth is, fish deserves better packaging than the tired clichés cluttering supermarket shelves—dark blues, anchors, boats, and the ever-present fisherman aesthetic. The redesign served us an opportunity to disrupt, to rethink, and to lead, injecting a fresh, modern premium energy into the seafood aisle.
Rooted in Falkenberg on Sweden’s picturesque west coast, Korshags’ story is one of passion, tradition, and craft—now reimagined through design. The new identity radiates the same bold spirit: a bright, sun-soaked yellow that breaks away from convention, confident typography that commands attention, and a strikingly enlarged logo paired with a playful fish companion. The colours echo the Swedish coastline. Passionate craft claims reinforce the artisanal expertise – “Freshly refined by hand”. Even the sauces invite culinary creativity with inspiring descriptors: “One aioli, a thousand possibilities – letting your mind wander off to seafood, barbecues, sunset…”
With a fresh, warm, and inviting new look, Korshags brings rays of sunshine to the shelf, into fridges, and onto everyday dinner tables.
