Grieg Seafood - Brand identity
Creating ripples within the seafood industry
Services
Brand strategy
International survey
Brand identity
Trademark registration
Brand architecture
Web design
Communication concept
Retail
Grieg Seafood is one of the world's largest salmon farming companies, with brands in the USA, Canada and Europe. In a "blue industry" where, traditionally, there has been astonishingly little that separates the players, other than the size of the company, Grieg Seafood had a desire to appear more ambitious.
With an aim to take a larger part of the value chain and be more visible, it was necessary to change the visual expression. The shift involves going from a B2B focus only and charting a course towards an inclusive consumer focus as well. The repositioning of Grieg Seafood involved a new visual identity, where the desire to convey food enjoyment was important for the brand experience.
From small ripples to big waves
When we had to create something new around Grieg Seafood, the focus was on the logo and especially the wave-like shape that frames it. Inspired by this wave, we developed the creative concept "Ripple Effect" - an idea that even the smallest changes can create a powerful, far-reaching impact. This concept became the core of a new graphic language where the symbol is not only the basis for visual elements, but also guides the brand's tone of voice.
We built a flexible graphic system around the wave, and created an overall framework for images and layout. The color palette has been adjusted from muted tones to vibrant, confident colors, which signaled a new, bold direction for the brand. To complete the visual makeover, we took new images, which highlighted taste, human connection and the joy of eating – elements that bring Grieg Seafood's history to life in a dynamic and accessible way.
An identity that unites the value chain and the joy of eating
The upgraded visual identity reflects the vision of getting closer to the end user, without forgetting where we come from, but embracing both ends of the value chain. With an expanded image bank, all target groups are included, and combine raw materials and food pleasure in a delicate and inviting way.
The color palette and typographic expression have a personality that distinguishes them from competitors and has a clear "voice". Depending on the target group and theme, we can turn the volume up and down using contrasts and colors in accordance with a more playful and direct tone in the text and message. The graphic pattern, which is based on the logo, is used as a separate profile element where images do not fit.
