WORK / CANADIAN SEAFOOD TREASURES
Where the quality of water effects the quality of life
AGENCY
Scandinavian Design Group + TBWA
CLIENT
Atlantic Groundfish Council
BRAND DESIGN
Vetle Uthaug
Ida Louise Andersen
WEB DESIGN
Nicholas Kulseth
ANIMATION
FUS
ILLUSTRATION
Luu Alexandre
George Probonas
Scandinavian Design Group + TBWA
CLIENT
Atlantic Groundfish Council
BRAND DESIGN
Vetle Uthaug
Ida Louise Andersen
WEB DESIGN
Nicholas Kulseth
ANIMATION
FUS
ILLUSTRATION
Luu Alexandre
George Probonas
OVERVIEW
The Atlantic Groundfish Council (AGC) represents large, mostly family-owned fishing companies in Atlantic Canada. These companies employ thousands in rural coastal communities and operate large fishing vessels and processing facilities.
GOALS AND OBJECTIVES
The primary goal was to increase awareness and market presence of Canadian wild groundfish. Starting with Kish Redfish and Yellowtail Flounder in key markets, leveraging Canada’s reputation for high-quality seafood.
KEY MARKETS
The primary target markets was China, South Korea, Nigeria and Sweden.
The Atlantic Groundfish Council (AGC) represents large, mostly family-owned fishing companies in Atlantic Canada. These companies employ thousands in rural coastal communities and operate large fishing vessels and processing facilities.
GOALS AND OBJECTIVES
The primary goal was to increase awareness and market presence of Canadian wild groundfish. Starting with Kish Redfish and Yellowtail Flounder in key markets, leveraging Canada’s reputation for high-quality seafood.
KEY MARKETS
The primary target markets was China, South Korea, Nigeria and Sweden.
BRAND NAME
Canada is our proud country of origin, where the fishermen, culture, rich heritage, knowledge and expertise make up our home.
Canadian
Origin / QualityCanada is our proud country of origin, where the fishermen, culture, rich heritage, knowledge and expertise make up our home.
Seafood
Category / ServiceWild groundfish living and swimming free where the cold and warm waters meet, in the most nutritious and diverse waters in the world.
Treasures
Value / StorytellingWild groundfish is our national treasure that we handle with respect – and aim to build value in a sustainable way.
LOGO + LAYOUT
The Canadian flag became the centerpiece of the brand, with the leaf replaced by interchangeable content. The iconic red bars remain to frame and protect the treasures.
BRAND STORY
The animation begins in a black-and-white, frame-by-frame style, capturing the rough and wild essence of the underwater world. As treasures are discovered in the depths of the sea, vibrant colors burst into the scene, transforming the illustration. When these treasures are lifted out of the water, the animation shifts to a refined and polished look, symbolizing the high-quality Canadian products that we recognize as the real treasures.
ILLUSTRATIONS
Level 1
Decorative / Ocean
Level 2
Descriptive / Treasures
Level 3
Storytelling / Collages
IMAGERY
Documenting people
Inspiring recipes
BRAND IN USE
Promoting Kish Redfish in China, South Korea, Nigeria as premium products from Atlantic Canada. Outdoor billboards targeting distributors. Social media and influencer engagement sharing recipes across Facebook, Instagram and TikTok targeting consumers.
The identity positioned Yellowtail Flounder (Gulskäddan) as a premium alternative to the well-known Plaice (Rødspättan) in Sweden. This led to significant interest from buyers, resulting in orders that were eight times the size of the previous ones.
Materials for both educational and engaging activities at Seafood Expo's
Office and offshore
Shipping and packaging
