When UK grocery giant Tesco wanted to increase sales in the decidedly unsexy chilled fish category, they spent a measly 22,750 Pounds Sterling commissioning the Saucy Fish Co. brand. The design of the in-store brand's packaging is simple, straightforward and communicative, and now the UK's Design Business Association is holding SFC's packaging up as an example of the importance—and profitability—of design. Launched in 2010, the Saucy Fish Co. has been an instant hit, with a projected 10 million pounds in sales.

"That's almost a 500 times return on investment (ROI) which is a staggeringly strong endorsement of the power of innovative design and being willing to run with creative ideas," said Deborah Dawton, Chief Executive of the Design Business Association. "The UK is a real hot-bed of design innovation and is internationally recognised as such. Our design consultancy league table reflects this UK strength and reminds us that far from being a nice-to-have or an expensive add-on, design that is harnessed to business objectives is a powerful business driver."

The "design consultancy league table" referred to above is an annual report on Britain's top-performing design organizations. It can be viewed here.

via creative boom uk