Sehee Yun

Reframing Frozen Fish for Modern Families

In response to changing eating habits after the pandemic, Bibigo launched a new line of grilled frozen fish targeting modern families—especially parents with children. The challenge was to reduce the perceived burden of fish preparation while making the product visually appealing and emotionally engaging. I led the concept development, design strategy, and visual storytelling across product presentation, campaign materials, and influencer content.

Bibigo — Grilled Frozen Fish Campaign

Client: Cheil chedang Bibigo
Scope: Digital Campaign, Product Design, Graphic Design, Packaging, Social Media, Art Direction, Photoshoot
Date of completion: 2020
Role

  • Led the overall creative concept and visual strategy for the campaign

  • Developed product storytelling across packaging, digital content, and social media

  • Directed art direction for product presentation and photoshoot

  • Collaborated with marketing teams and influencers to ensure consistent messaging

Challenge

  • Frozen fish was perceived as inconvenient, smelly, and difficult to prepare

  • Parents struggled to make fish appealing to children

  • Needed to communicate both convenience (1-minute microwave cooking) and emotional appeal

  • Required a strong visual identity that could stand out in a competitive frozen food market

Creative Approach

• Reframed grilled fish as a “stylish and easy home meal” rather than a traditional dish
• Introduced the concept of “plating” to make fish visually engaging and fun for kids
• Designed bright, friendly visuals to reduce resistance and create curiosity among younger audiences
• Highlighted key product benefits (quick preparation, reduced smell) through clear visual cues
• Collaborated with influencer content (e.g., family-oriented creators) to demonstrate real-life usage
• Built a cohesive visual system across packaging, campaign assets, and digital touchpoints

Outcome

  • Successfully shifted perception of frozen fish toward a more convenient and family-friendly meal option

  • Increased engagement through relatable, lifestyle-driven content

  • Strengthened Bibigo’s positioning within the home meal replacement (HMR) market

  • Delivered a scalable visual system applicable across future product lines and campaigns

  • Product-related items sold out quickly and were later used as official merchandise

  • This success led to a follow-up another campaign