Creating the ultimate salmon experience

In October 2016 New Zealand King Salmon listed on the NZX and ASX. In their first year as a public company they saw a need to refresh and update their brand identity to communicate more effectively with their audience. We led a comprehensive brand workshop process, which delved deep into the business to distill their vision, purpose, values and personality.

Armed with this foundation, we set about updating the brand’s tired logo, refreshing the colour palette and typography, creating a library of photography and revamping the many brand assets that tie together to form a cohesive brand identity.

We created a custom typography for the new logo, influenced by organic shapes drawn from the imagery of salmon swimming and water ripples. The icon reflects similar shapes that inspire visions of King salmon gliding through water.

We worked with local photographers to create an extensive library of images that were vibrant, genuine and told a story. A focus on hands conveys the passion and care central to the brand, and images from different stages of the salmon life cycle represent the brand’s identity and purpose.

New Zealand King Salmon’s fresh look was launched in the 2017 annual report. This 100-page publication was a beautiful book presented in a sleeve. It told the story of New Zealand King Salmon’s successful year of Enabling Growth from ‘egg to plate’, utilising stunning imagery and printing techniques that accentuated this concept. The report received a Highly Commended award at the New Zealand Pride in Print Awards.

We also utilized a range of printing embellishments to create business cards which encompassed the brand’s new identity. The high attention to detail won a Gold award at the 2018 New Zealand Pride in Print Awards.