Wholesale & Distribution
New Packaging for a 90% Market Share Brand
A packaging and identity redesign gives Regal Springs' branded tilapia shelf presence to match its 90% share.
Regal Springs
The Client
- Company
- Regal Springs Tilapia
- Website
- regalsprings.com
- Industry
- Food Production
- Headquarters
- Singapore
- Employees
- 201-500
About Regal Springs Tilapia
Regal Springs is the world's #1 producer of premium, responsibly farmed tilapia, operating as a vertically integrated Swiss company with farming operations in Honduras, Mexico, and Indonesia. The company is a pioneering force in sustainable aquaculture, positioning itself as a leader in the 'blue food movement' with strict ESG commitments and multiple…
The Challenge
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.
Our Approach
Chameleon Collective took on a full brand revamp. We created a modern visual identity and appealing packaging design for the entire product line, along with a compelling brand narrative to spread the word. With a clear hierarchy for key competitive claims, the design system was built to support future product expansion, improve shopability, raise brand visibility, and strengthen profit margins.
The Impact
With the new branded design system, Regal Springs repositioned its identity and boosted consumer recognition and appeal. The modernised packaging and advertising clearly communicate the brand's unique selling points, driving greater consumer engagement and purchase intent.
The Work
The Team
The Chameleons who delivered this engagement.
Practice Areas
Brand IdentityPackaging DesignArt DirectionPositioning StrategyUser ResearchIdentity Design