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- Industry:
- Industry
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- Client:
- Atlantic Groundfish Council
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- Period:
- 2024
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- Category:
- Brand Strategy
- Brand Architecture
- Brand Identity
- Motion Design
- UX/UI Design
- Packaging
- Insight & Research
- Naming
- Illustration
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- Related projects:
- Brand Norway
- The Explorer
- Zooca
- Fauna
The Atlantic Groundfish Council (AGC) represents large, mostly family-owned fishing companies in Atlantic Canada. These companies employ thousands in rural coastal communities and operate large fishing vessels and processing facilities. The primary goal of the AGC is to increase awareness and market presence of Canadian wild groundfish, starting with Kish Redfish and Yellowtail Flounder, leveraging Canada’s reputation for high-quality seafood. The primary target markets include China, South Korea, Nigeria, and Sweden.
Where the Quality of Water Affects the Quality of Life
The Atlantic Groundfish Council (AGC) represents large, mostly family-owned fishing companies in Atlantic Canada. These companies employ thousands in rural coastal communities and operate large fishing vessels and processing facilities. The primary goal of the AGC is to increase awareness and market presence of Canadian wild groundfish, starting with Kish Redfish and Yellowtail Flounder, leveraging Canada’s reputation for high-quality seafood. The primary target markets include China, South Korea, Nigeria, and Sweden.
- Brand Strategy
- Brand Architecture
- Brand Identity
- Motion Design
- UX/UI Design
- Packaging
- Insight & Research
- View all
- Naming
- Illustration
Canadian
Origin & Quality: Canada is our proud country of origin, where the fishermen, culture, rich heritage, knowledge and expertise make up our home.
Seafood
Category & Service: Wild groundfish living and swimming free where the cold and warm waters meet, in the most nutritious and diverse waters in the world.
Treasures
Value & Storytelling: Wild groundfish is a national treasure we handle with respect, as we aim to build value sustainably.
The Canadian flag became the centerpiece of the brand, replacing the leaf with interchangeable content. The iconic red bars remain, to frame and protect the treasures.
The animation begins in a black-and-white, frame-by-frame style, capturing the rough and wild essence of the underwater world. As treasures are discovered in the depths of the sea, vibrant colours burst into the scene, transforming the illustration. When these treasures are lifted out of the water, the animation shifts to a refined and polished look, symbolising the high-quality seafood that we recognise as the real treasures. Done in collaboration with the great people at FUS.
Detailed and handmade pencil drawings reference old educational books, and have been brought to life with subtle motion. This is Lvl. 1: Decorative
Lvl. 2: Descriptive (Treasures)
Lvl. 3: Storytelling (Collages)
Our photography is meticulously chosen to capture the essence and beauty of Canadian Seafood Treasures, highlighting their high quality and their journey from sea to table.
Lvl. 1: Decorative Ocean
Lvl. 2: People
Lvl. 3: Inspiring Recipes
Whether promoting Kish Redfish in China, South Korea, and Nigeria, or Yellowtail Flounder in Sweden, we are positioning these species as premium products from Atlantic Canada. Our roll-out includes outdoor billboards, Google ads, and targeted websites aimed at reaching distributors.
Influencer engagement led to sharing recipes across Facebook, Instagram, and TikTok.
The identity positioned Yellowtail Flounder (Gulskäddan) as a premium alternative to the well-known Plaice (Rødspättan) in Sweden. This led to significant interest from buyers, resulting in orders eight times higher than before the campaign (and counting).
Materials for both educational and engaging activities at Seafood Expos.
Office & Offshore
Shipping & Packaging
