WORK

Canadian Seafood Treasures
Mash Universe 
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Scandinavian Design Group
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WORK / CANADIAN SEAFOOD TREASURES 

Where the quality of water effects the quality of life


AgencyScandinavian Design Group + TBWA 

ClientAtlantic Groundfish Council

Brand designVetle Uthaug
Ida Louise Andersen

Digital  designNicholas Kulseth

AnimationFUS

illustrationLuu Alexandre 
George Probonas 

Food photagraphtLine Dammen

BackgroundThe 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. 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. The primary target markets was China, South Korea, Nigeria and Sweden.


BRAND NAME

Canadian

Origin / Quality  
Canada is our proud country of origin, where the fishermen, culture, rich heritage, knowledge and expertise make up our home.

Seafood

Category / Service
Wild groundfish living and swimming free where the cold and warm waters meet, in the most nutritious and diverse waters in the world.

Treasures

Value / Storytelling
Wild groundfish is our national treasure that we handle with respect – and aim to build value in a sustainable way.


Logo + layoutThe 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.






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 1Decorative / Ocean



Level 2Descriptive / Treasures


Level 3Storytelling / Collages



Imagery Documenting people


Inspiring recipes











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