Discover how we helped I&J reimagine frozen fish for a younger audience, creating a bold, flavour-led range built for air fryers, modern appetites and serious freezer aisle standout that sells.
Reimagine frozen fish for a younger audience
Own the growing air-fryer trend
Create a disruptive visual identity distinct from the existing I&J portfolio
Build a scalable platform across packaging, retail, social MEDIA & advertising.
I&J approached us with an ambitious brief to create a completely new frozen fish & chicken range designed for a younger, more adventurous audience. The goal was to move frozen food beyond traditional family meal occasions and position it as a fun, flavour-packed, air-fryer-first snack and meal solution for consumers aged 20–35. Inspired by the bold appeal of quick-service restaurant favourites, the range needed to feel contemporary, craveable and impossible to miss in the freezer aisle.
Rather than simply designing a pack, we built an entirely new brand world. The breakthrough came from transforming “Air Fry” into a bold, ownable brand asset. Air-Fri’kn Amazing became more than a product descriptor, it became the personality of the range.
We developed a vibrant visual identity designed to disrupt the category. Key design elements included: The result was a range that looked less like traditional frozen food and more like something you’d expect from a trendy fast-food menu.
From naming and product architecture through to final artwork execution, we developed the complete packaging system for the range. The portrait-format packs were strategically designed to stand out in a crowded freezer environment, while clearly differentiating flavour variants and heroing the products’ bold crumb and crunchy texture. Strong air-fryer cues reinforced the preparation method, helping consumers quickly understand the proposition at shelf. Combined with a distinctive visual identity, the system created instant recognition across the range, transforming each pack into a bold visual billboard that balanced fun, flavour and functionality.
To bring the brand to life beyond the pack, we art directed and produced a lifestyle shoot that celebrated the ease and convenience of air-fryer preparation through casual snacking occasions, social sharing moments and craveable food experiences. Vibrant styling, bold colour and youthful energy helped create a contemporary visual world that resonated with a younger audience, moving the brand away from traditional seafood advertising and positioning it firmly within modern food culture.
The brand lived across multiple media from a launch campaign, retail, out of home and digital marketing
Shelf-ready packaging . Point-of-sale materials . Freezer branding . Promotional displays
Mock airfryer kits held the new packaging to showcase its for airfyers specifically
Large-format Banners. Retail Advertising. Campaign Messaging
ASMR video content & launch assets
Air-Fri’kn Amazing transformed a functional frozen fish range into a bold, modern food brand. Combining strategic naming, disruptive packaging, immersive content, and integrated campaign execution, we created a platform that speaks directly to a younger generation of consumers and repositions frozen fish as a convenient, flavour-packed lifestyle choice. What began as a product launch became a complete brand experience-one built to stand out on the shelf, stop thumbs on social, and make frozen fish feel exciting again.
Brand Strategy • Naming Development • Packaging Design • Brand Identity Design • Art Direction • Lifestyle Photography • Video Production • Social Media Content • Point of Sale Design • Out-of-Home Advertising • Campaign Rollout • Creative Production