OBJECTIVE:

A complete brand overhaul for AQUAMAR, a seafood brand that was at the time transitioning mostly wholesale and in small markets seeking to launch on a grander scale. The brand during our conversations highlighted their process of using certified wild caught Alaskan pollock. With the rebrand, the goal was to bring this incredible fish out of the shadows, through their products — such as fish filets, fish sticks, and surimi — as they grew their offerings.

The goal was to show that surimi is anything but imitation. I created the logo, iconography, packaging design and packaging direction, as well as copywriting. I created the slogan: real seafood. never imitated, as well as variations to be used across their product line.