THE CHALLENGE:
DESIGN INNOVATION FOR SALMON PACKAGING
Rising consumer demand for aesthetic and customizable packaging has transformed packaging design into a key competitive advantage, especially in the food industry, where brand perception and convenience strongly influence purchasing decisions.
Within this landscape, the salmon industry has a unique opportunity to innovate by developing packaging that blends functionality, sustainability, and visual impact. As the world moves toward more sustainable food systems, farmed salmon, particularly from the pristine waters of southern Chile, stands out as one of the most efficient animal proteins, offering advantages in feed conversion, water use, and carbon footprint.
The contest tapped into the talent of exceptional designers as we work on enhancing the competitiveness of Chilean Salmon products in the U.S. market through packaging innovation that aligns with both environmental values and consumer expectations.
The Salmon Packaging Design Competition asked participants to create innovative packaging using corrugated cardboard sourced from sustainable and renewable materials.
The primary objective was to design visually appealing and functional salmon packaging that reflects U.S. consumer preferences, integrates key technical considerations, and aligns with consumer habits and expectations in the U.S. market.
This year’s focus was the “Smoked Salmon Charcuterie Board by Latitude 45”—a premium, ready-to-serve product that combines hot and cold smoked salmon. Exported to the United States, the product is designed for direct consumption, with a strong emphasis on convenience, presentation, and brand identity.
CHARCUTERIE MEETS CARDBOARD
1st Prize
IAMCLIMATE
Jacopo Conti
Marco Galli
Noufou Sasso
"Longitude 9"
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Three-compartment vertical packaging system that optimizes transportation, reduces waste, and facilitates individual consumption, while also incorporating a circularity approach that allows the packaging to have a second life through composting.
More than a simple box—it is an adaptable packaging language that turns packaging into a cultural and environmental statement.
2nd Prize
Tommaso Ceschi
"Skin"
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A fully recyclable corrugated cardboard package with a minimalist aesthetic and a structure optimized for logistics, assembly, and point-of-sale display, thanks to its innovative lid and cut-out openings that evoke salmon.scales.
3rd Prize
Saiva Datta Kollipara
"Fjord"
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a proposal inspired by the Patagonian fjords that conveys origin, calm, and authenticity
DESIGN REQUIREMENTS​​
​​We sought innovative packaging design geared specifically for the Smoked Salmon Charcuterie Board that successfully addressed the following criteria:​​
Material
Submitted designs must utilize corrugated cardboard with high print quality, emphasizing environmentally friendly and biodegradable materials. The use of such sustainable materials is a core requirement of the competition.​
Function
The box design must fulfill essential functions, including preserving product freshness, providing impact resistance, enabling efficient loading at salmon production sites, and allowing easy consumer access to the salmon.
Additional considerations include stackability, flat-pack transport efficiency, and suitability for the retail environment, with particular attention to point-of-sale display appeal.Designs should also account for assembly logistics, whether at the salmon producer’s facilities or at CMPC Biopackaging in Chile.
Aesthetics
The design should blend creativity and visual appeal, integrating elements of contemporary style with traditional cultural references to make the packaging a standout feature that enhances the overall identity of the product.
Personalization and Interactivity
The box design should allow for customization options, such as engraving, printed patterns, or personalized text. Additionally, designers are encouraged to explore interactive features that enhance the consumer experience—such as innovative opening mechanisms or secondary uses that extend the life of the packaging. All design solutions should also be cost-efficient and suitable for scalable production.
MORE THAN JUST A COMPETITION
THE PROCESS
After registering for the competition, participants received a formal brief, design specs, and informational videos to guide and support the project.
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In addition, we offered a unique opportunity to take part in a complimentary live online course custom-designed by MITdesignX, MIT’s design innovation and entrepreneurship program. In four 90 minute interactive workshops, participants learned essential methodologies for research, design, and innovation. These sessions supported the development of a more advanced competition submission and also equipped participants with valuable tools applicable to a wide range of future design challenges.
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Completion of all four workshops was recognized with a certificate of participation from MITdesignX.
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Participants submitted digital designs and plans, as well as images of a 1:1 physical prototype made from cardboard.
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Judges selected finalists to present their submission in a live virtual pitch, from which three winners emerged.
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MIT WORKSHOPS
​FOUR ONLINE WORKSHOPS TAUGHT BY MIT FACULTY TO SUPPORT DESIGN DEVELOPMENT OF ENTRIES
​Needs Analysis
Understand U.S. salmon consumption patterns and learn cultural research techniques to assess consumer behavior
Value Proposition
Identify what U.S. consumers value most in product selection (e.g., convenience, sustainability, design) and craft meaningful and differentiated value propositions.
Need-Solution Fit
Translate needs and value propositions into viable packaging concepts. Define specifications such as size, format, materials, and usability
​User Journey Mapping
Explore the full customer experience—from online purchase or retail shelf to preparation and disposal. Create designs that reflect cultural context, lifestyle, sustainability and emerging e-commerce formats.
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