Böcklingpastej is a smoked herring fish paste from Biggans, a small family owned company creating products for the Swedish market since 1952. The purpose of the new packaging is to find a new, younger generation of consumers for the fish paste. Traditionally the fish paste is eaten with boiled egg on a hard bread. The new packaging focuses on the craft behind the process of making the product. The rich teal hue is associated with the sea and the raw aluminium of the tube is used to visualize the scales of the hand drawn fish. The waves and fishing vessels of the card boxes indicate the origin of the product. The inside of the box is decorated with hand drawn seaweed and starfish and other sea creatures and plants reminiscent of the ocean floor.