High Liner Captain’s Crew
When High Liner Foods, a 100-year old frozen seafood company, decided to go head-to-head with Canada’s largest producer of frozen chicken pieces, they entrusted Reset with the challenge of inspiring consumers to trade poultry for fish.
To ignite a change in purchase habit, we considered everything from Highliner’s heritage and existing brand design to the heath benefits of fish and the buying behaviour of the target audience (moms who fed their kids chicken nuggets).
We then mapped a brand architecture that informed every aspect of our assignment: product naming, brand identity, and package and collateral design. Our goals: to strengthen the parent brand by connecting its many sub-brands, convey the attributes of ‘health’ and ‘taste’, and provide a platform for future product extensions.
High Liner Captain’s Crew
When High Liner Foods, a 100-year old frozen seafood company, decided to go head-to-head with Canada’s largest producer of frozen chicken pieces, they entrusted Reset with the challenge of inspiring consumers to trade poultry for fish.
To ignite a change in purchase habit, we considered everything from Highliner’s heritage and existing brand design to the heath benefits of fish and the buying behaviour of the target audience (moms who fed their kids chicken nuggets).
We then mapped a brand architecture that informed every aspect of our assignment: product naming, brand identity, and package and collateral design. Our goals: to strengthen the parent brand by connecting its many sub-brands, convey the attributes of ‘health’ and ‘taste’, and provide a platform for future product extensions.
