Canada
Canada
Case study · Packaging design · 2015
A packed-fish brand produced in Gaziantep, packaged to be picked up in Germany — at EDEKA, the country’s largest food retailer.
Euphrat is produced in Gaziantep and exported to Germany. The retailer figures describe EDEKA, the destination this pack was designed for, not a result of the design: turnover, outlet count and share are EDEKA’s reported FY2024 results (Yahoo Finance / ESM Magazine / Statista, 2024–2025). The Bronze award is as listed on tasarist.net. No sales figure is published for Euphrat, so none is stated.
Euphrat is a packed fish brand produced in Gaziantep and exported to Germany. It needed contemporary, European-style packaging fit for sale at EDEKA.
The client’s brief, as recorded by the studio on tasarist.net (captured 2026-09-07).
Euphrat is packed fish — frozen rainbow trout, on a German-language pack — produced in Gaziantep and exported to Germany. That one sentence sets the whole design problem: the product had to survive a shelf where the shopper has no relationship with the brand, no reason to give it a second look, and a dozen familiar European alternatives within arm’s reach.
The target was explicit — packaging fit for EDEKA, Germany’s largest food retailer. Entering a chain of that scale is not a design flourish, it is a specification. The pack has to look native to the category it is joining, not like an import asking for allowances.
So the design leads with the food. Fish sits centre-frame with garnish and spices, styled to make someone hungry rather than to catalogue an ingredient. The logo was modernized with contemporary typography and a fish figure set above the U, so the mark itself says “packed fish” without a descriptor. A wood texture in blue and white borrows the language of the marina, and a metallic frame under the logo does the premium work quietly. Everything else was kept minimal, because clarity is what reads at a metre and a half in a chilled cabinet.
The work took a Bronze at the 2016 Crescent & Stars of Packaging competition.
Packaging and brand design by Tasarist. Project brief, approach and outcome are reproduced from the studio’s own record at tasarist.net (captured 2026-09-07); images are the studio’s renders and photography, shown as design work. Brand marks belong to their owners.