SEATTLE - July 21, 2006 - NorQuest Seafoods, a respected leader in the seafood industry since 1981, recently asked Kendall Ross, a Seattle-based strategic brand development and design firm, to develop a new distribution channel for its well-known Portlock brand of seafood products. Named Pure Catch, the new brand of fresh-frozen salmon, cod, halibut and exotic fish will be one of the first forays of the Portlock brand into this retail category. In addition to the new packaging, Kendall Ross was responsible for copywriting, photography, color palette, new brand "seal" and Pure Catch logotype.
"One of the challenges of this program was to create a distinctive identity to clearly identify this offering as a new sub-brand under the Portlock name," said David Kendall, principal and creative director of Kendall Ross.
Working closely with Portlock and Safeway Stores, one of the largest food and drug retailers in North America, the team at Kendall Ross developed Pure Catch to embrace the "lifestyle" demographic and Safeway’s overall new branding and store environment effort.
"Defining the customer experience for this type of product presented many challenges, from understanding how customers respond to a fresh-frozen product to making the product packaging fit their lifestyle choices," said Tim Ross, principal at Kendall Ross.
The design solution evokes the brand’s quality and freshness. Warm and inviting colors and the new seal motif communicate the product’s romantic quality of being "just caught" and help to convey the healthy aspects of eating gourmet fish.
"Safeway has developed a successful lifestyle-oriented relationship with its customers," said Ken Ng, Executive Vice President at NorQuest Seafoods. "We wanted to create a synergy between Safeway's marketing goals and Portlock’s positioning as a premium brand."
####
To learn more about this project, or any of our featured work, contact our client development team via email or call +1 206.262.0540.
|
 |
|
Download this press release and related images as a PDF |
|
