Positioning an industry for the future

CASE STUDY SEAFOOD NEW ZEALAND
Positioning an
industry for the future
Seafood New Zealand looks after
the interests of a diverse industry.
It provides support services to
seafood companies, retailers and
iwi groups across five sectors:
aquaculture, paua, rock lobster,
deepwater and inshore fin fish.
The brief
Seafood New Zealand previously known as the Seafood Industry Council
of New Zealand (SeaFIC), had identified the 2011 Rugby World Cup as
an opportunity to showcase our seafood industry and highly respected
products to international visitors to New Zealand.
Our brief was to reposition and rebrand SeaFIC
as a dynamic industry leader, and to strengthen
the reputation of New Zealand seafood – both
locally and globally.
It was important to highlight seafood’s economical, environmental,
social and cultural importance to New Zealand, and New Zealanders.
Our target audiences were:
• domestic and international consumers of New Zealand seafood
(country of origin branding and sustainable practices are critical if
growth of seafood exports are to be achieved)
•
the New Zealand seafood industry who wanted to see Seafood
New Zealand as the advocate and shining light for their industry
•
regulators and industry bodies who need to know that Seafood
New Zealand is the single industry body best able to manage and
grow the resource responsibly and effectively.
Timing was tight – brand strategy, visual identity, look and feel and
indicative application needed to be completed within one month (by the
end of June 2011). Collateral, which included a new website gateway,
display and a video of New Zealand’s seafood story was completed by
the end of August 2011 in time for the Rugby World Cup.
04 3845944
[email protected]
www.capiche.co.nz
Level 3, 17 Garrett Street, Te Aro, Wellington
CASE STUDY SEAFOOD NEW ZEALAND
The Solution
Logo Development
The core proposition that we developed was based around the value
that seafood brings:
We presented a range of logos to
demonstrate the journey we travelled, with
a recommendation that truly encapsulated
the values and essence of the brand –
a very simple logo mark that is aimed to
connect with audiences.
Seafood is in our DNA. It is vital to our country.
It is a readily available and rich food source
that is responsibly managed.
Make it part of your lives!
We developed a brand story that brought to life the value and scale of
this amazing industry:
•
Seafood contributes $1.8b to the New Zealand economy
•
The industry employs 26,000 New Zealanders
•
New Zealand’s fishing zone is the fourth largest in the world
•
Our rich resource is managed responsibly and pro-actively for
future generations.
We confirmed the new name early in the process: Seafood New Zealand
(or New Zealand Seafood). The name is simple – it says what it is, and
communicates that this is the single industry body that represents New
Zealand seafood groups. It also works as a country of origin signifier.
We defined the brand values to be pioneering,
sustainable, united, honest.
Initial logo development explored the union
between the product, country of origin and the
brand essence: Treasure. An obvious solution for an
export brand was use of the silver fern. What was
missing was the cultural component – conveying
New Zealand seafood as a rich and valuable
(treasured) resource.
We summarised the essence of the brand in a single word: Treasure.
We wrote a brand story that helped to tell the New Zealand Seafood
story, and developed a positioning line that communicates the value
proposition simply and evocatively:
Nature’s gift. Harvested with care.
Our recommended logo achieved a simplicity that
captured the essence of the brand. It was based
on 3 visual elements:
The hook:
A symbol of harvesting that conveys strength,
prosperity, abundance and respect for the sea
Our country:
New Zealand, formed by two islands that are
united and treasured
The product:
Abstractly incorporated through the fish fins that
create the islands
04 3845944
[email protected]
www.capiche.co.nz
Level 3, 17 Garrett Street, Te Aro, Wellington
CASE STUDY SEAFOOD NEW ZEALAND
The concept of managing and protecting
our precious seafood resource was an
important element to be captured in the
brand look and feel. The brand conveys
a confidence that New Zealand seafood
is the very best natural product you can
find; and because of careful management
and committed unity of purpose, it will
always be there; today, tomorrow and for
generations to come.
Our seafood industry is important to us all – which is why it must be treasured.
Imagery, typography and colour palette emphasise the emotional connection
conveyed in the positioning line: Nature’s gift. Harvested with care.
04 3845944
[email protected]
www.capiche.co.nz
Level 3, 17 Garrett Street, Te Aro, Wellington
CASE STUDY SEAFOOD NEW ZEALAND
The Result
Seafood New Zealand approved the brand identity that was first
presented to them at concept development stage, adopting
Seafood New Zealand as the organisation’s new name.
Writing the brand story was incredibly valuable in helping to
‘sell in’ the idea of the rebrand to the Board and the sector
organisations and entities that make up our seafood industry.
It enabled them to understand the thinking behind the new
identity, and gave them confidence that we understood the
importance and value of the industry council, and the role
that seafood plays in the economic, social, environmental and
cultural development of New Zealand.
The brand story became the backbone of scripting for the
3 minute video developed for World Cup visitors – the
video was developed cost-effectively and produced within a
period of 6 weeks. We provided the visual design for a new
website gateway and provided a brand look and feel and
simple guidelines for other third party providers to use when
developing display collateral.
The visual identity, brand guidelines, displays and video are
still in use three years later - proof that investing in a solid
brand strategy results in sustainable design that stands the
test of time.
04 3845944
[email protected]
www.capiche.co.nz
Level 3, 17 Garrett Street, Te Aro, Wellington