Responses by Sarah Turner, Managing Director, Carter Wong
Background: The purpose of the project was to reposition Norebo’s B2B fisheries brand to reflect changes within the holding group, product ranges and fishing grounds. It was also to better reflect the brand’s continued commitment to the sustainable global fisheries message worldwide.
Reasoning: The Glacialis name needed to reflect the addition of the Pacific Ocean to the fishing grounds—not just the Atlantic fishing grounds as the brand had with its previous name, Atlantika.
Challenges: Due to the success and customer loyalty to the previous brand, one of our major challenges was to find a design solution that would surpass the previous award-winning designs with a new look that kept the core values of the business alive while creating a more modern set of identities.
Favorite details: An entire end-to-end branding exercise for us, we are most proud of the way all touch points of the brand—identity, packaging, messaging, exhibition and digital—are fully joined up across these design deliverables, resulting in a very strong and consistent set of assets which will take the brand forward into the next chapter of its growth.
Visual influences: Glacialis took influence from the branding of an aspirational new target audience, fish restaurants. With the iconic “G” and bold graphic language, the new brand confirms its place in the more premium market.
Specific demands: The packaging part of the project was particularly challenging as all packs and sizes were specific to 24 plus vessels around the world, which meant individual artworks for each vessel, on top of management for global print production. We also had to make sure that the print quality and colors matched was consistent worldwide, but close attention to the printers and process ensured we achieved this.