New Zealand King Salmon
The annual report that goes deeper
Overview
For the 2019 New Zealand King Salmon annual report we took an ambitious approach to show depth.
The theme was Blue Frontiers, and we wanted to create something that illustrated NZKS approach to creating a sustainable future. For this book we created a unique dust jacket that, when folded, creates an illusion of deep ocean topography.
Story
When the South Pacific tide recedes, and the north-westerly breathes across Lake Grassmere, a gown of white settles on the earth. Pure sea salt gathers under the Marlborough sun, in Earth’s last refuge for all things pure, New Zealand.
Because New Zealand is renowned for being pure and remote, the products produced here are highly sought after. We used this selling proposition as a key point of difference in South Pacific’s brand story, and this influenced every detail from copywriting to label design.
Because New Zealand is renowned for being pure and remote, the products produced here are highly sought after. We used this selling proposition as a key point of difference in South Pacific’s brand story, and this influenced every detail from copywriting to label design.
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