Do you prefer the idea of eating salmon spawned vigorously in a giant industrial pen in a warehouse in Compton, or gently and sustainably farmed in the crystalline waters off Norway? How about your tuna – you’re either that type who favors the kind canned in Pittsburgh PA and trucked by 18-wheeler to your local Costco where you buy them by the gross, or maybe you’re the kind who’d like something born in the sparkling waters South of the Maldives and shipped fresh to your local WholeFoods.
Blue Circle came to FINE focused on an umbrella name and identity tied inextricably to their WholeFoods distribution channel and an unclear message – Changing Seas. They emerged on the other side re-focused on a name they were already using as a sub-brand but found they could truly own and define – Blue Circle. Along the way, we re-ordered their branding, creating an identity, packaging, and a Website that tells their story. And that story is that they are truly a leader in sustainable fishing and farming. As the example above demonstrates, sustainability is not just good eco-practice for the blue marble we all share, it actually suggests that what you get will taste better. That helps them sell their product through both the wholesale and restaurant channels where consumers can find them.
On the site, you’ll see the refined identity for their master brand Blue Circle and their WholeFoods brand Changing Seas. You’ll also see a tour of their sustainable practices, and little details like official certification badges that give the official seal of authenticity to the things they do. And you’ll see evocative imagery that’ll just plain make you hungry (and, in the case of Norway, cold) even where it doesn’t show food.