From the fishing boats of the North-West Highland Coast of Scotland to the tables of Michelin-starred restaurants, Keltic Seafare delivers some of the UK’s finest shellfish. Keltic Seafare approached Smurfit Westrock seeking a custom, sustainable seafood packaging solution. They had recently switched from expanded polystyrene (EPS) boxes to a solid board packaging design with an insulated foam liner. While this reduced their reliance on EPS, it introduced new challenges: the boxes lacked any Keltic Seafare branding and were not fully optimised for sustainable disposal by their high-end restaurant customers. With many of their Michelin-starred clients based in Central London, the ability to easily separate and dispose of it in standard municipal recycling bins was a key requirement.