CHALLENGE
United Fisheries wanted to refresh their brand to better reflect their deep connection to the sea and the authenticity of their operations. Despite decades of experience and a strong reputation in seafood, the brand wasn’t telling the full story – the respect for the ocean, the dedication of the people behind it, or the provenance of their New Zealand catch. The challenge was to create a positioning and identity that celebrated these truths while giving the business a stronger, more meaningful foundation for growth.
APPROACH
Through a collaborative process, we developed the Sea Believers positioning. An idea that captures United Fisheries’ belief in the ocean, its bounty and the responsibility to protect it. This positioning became the cornerstone of the refreshed brand. The new wordmark, hooked and lifted from the water, visually tells the story of freshly caught fish and connects the identity to the rugged, remote coastal environments of Aotearoa. Every design decision reinforced the company’s purpose, blending authenticity with modernity to create a brand that feels both grounded and aspirational.
RESULT
The refreshed identity repositioned United Fisheries as an industry leader with a clear and inspiring story. Sea Believers became more than a brand platform, it united the company internally and externally around a shared belief system, giving every touchpoint from packaging to livery a sense of pride, place and purpose.
KEY TAKEAWAY
Great brands are built on belief. For United Fisheries, Sea Believers expressed not just what they do, but why they do it – turning a trusted seafood company into a brand that honours the ocean, celebrates craftsmanship and builds enduring trust.
Before
