Brand new look for Scots smoker

LUXURY smoked salmon producer John Ross Jr will reveal its new brand identity and packaging at this year’s Seafood Expo Global in Brussels.
In contrast to the black and gold packaging that the award winning smokehouse claims has been widely copied by other producers, John Ross has introduced a contemporary white design.
This, said the firm, includes a nod to its Scottish heritage and Royal Warrant, with a saltire motif.
John Ross enlisted the expertise of Big Fish Design, the UK food branding agency behind prominent brands such as Gü, Tyrrells, Sipsmith, Dorset Cereals and Whole Earth.
The Aberdeen based smokehouse, winner of a Queen’s Award for Enterprise, grew from humble beginnings as an artisan smoker to a globally acclaimed producer.
Its traditionally prepared smoked salmon and speciality smoked salmon now features on menus worldwide, including the BA First Class Lounge and leading international, luxury hotels and restaurants.
Victoria Leigh-Pearson, sales and marketing director, said: ‘Honouring our heritage whilst evolving in a modern way was important to us, as was listening to consumers during the process.
‘This striking new design will help us reach a wider demographic and the response to previews and consumer research has been overwhelmingly positive so far. Our core focus is now to entice new people to the category and appeal to a broader audience.’
The new brand mark and saltire themed packaging will hit shelves in the UK and overseas in planned phases throughout quarters three and four of this year. Then, in early 2020, John Ross will unveil a raft of new products.
John Ross Jr will be on stand 9-4217 within the Scottish Pavilion.
Picture: John Ross’s new brand identity and packaging