A packaging and identity redesign gives Regal Springs' branded tilapia shelf presence to match its 90% share.
Regal Springs
Regal Springs, the dominant player in the premium tilapia market, was at a crossroads. Despite a 90% market share, 98% of its business came from private labels, and its branded products lacked visibility and appeal on grocery shelves. The brand's existing identity and packaging didn't stand out and failed to communicate its key competitive advantages.
