Denver’s LRXD Rebrands Honey Smoked Fish Co. with New Packaging + Campaign


By The Denver Egotist / /

The gang at the Honey Smoked Fish Co. will stop at nothing to deliver the freshest, most flavorful and convenient smoked fish on the market. By never freezing and immediately sealing after smoking, it’s a taste that’s almost hard to believe for salmon — a reaction commonly observed upon first taste.

It’s surprisingly not fishy. Surprisingly, comes in many bold flavors. Surprisingly, easy to add to many dishes. Surprisingly, something the kids will actually request for dinner. Surprisingly, the only dish gone at the potluck. Surprisingly, the first thing on your mind at the grocery store. Surprisingly, the last thing you ever want to run out of.

LRXD integrated the idea of just how surprisingly tasty and versatile Honey Smoked Salmon is — along with the quirkiness the brand is well known for — into an arresting package design and campaign to help draw renewed interest to this Colorado product.



  1. Kern Kong November 7, 2019

    It looks really nice, but the type on the OOH is weird.
    The only thing you read is 10 FT TYPE and you can barely read “new flavors”, especially at 50 MPH. I get that the packaging should be the money shot,
    but I feel like the type treatments are poorly executed. Packaging is cool though.

  2. Natalie

    Natalie December 4, 2019

    Liking the new packaging, it’s a great evolution from the original package. Just wondering why there is a strange blue square of texture/pattern in the upper left section of the packaging. Is that where a barcode would go? I would think they could just place a sticker over the pattern versus not having anything. Just looks like a mistake.

Leave a Reply

Your email address will not be published. Required fields are marked *