Branding Norway’s Westernmost Fish Farm
The Bue Islands naturally stand strong against tides and currents. This windswept fishing community comprises over 300 islands, islets, and reefs, of which only 15 are inhabited. Producing sustainably harvested landbased Fresh Island Salmon. Shaped by the current, this is a naturally fresher, firmer salmon. Harvested at its peak, our fish set an unrivalled standard of tasteful nutrition. A delicate, healthy taste of distinctive origin.

The brands ESPs
The brands ESPs are the fresh atlantic waters, the Island fishing traditions, the harsh elements and the strong currents.
All optimal conditions to harvest a superior athletic salmon. With breakthrough technology combining the traditional with the innovative, the salmon continue to swim against the current, just as they’ve always done, this gives them a current advantage.

Brand objectives
The client came to KIND with a problem; how to create a strong and differentiated brand when selling a commodity? Fish is not something unique in itself – there are millions of them, so how could we create an emotional narrative around something “basic” as a salmon? KIND took on this challenge, and began an extensive insight process, trying to figure out how to build a brand with meaning, a purpose and emotional selling points.

In short, we created the following narrative

Brand film narrative:
In the ocean gap furthest west in Norway, there is a lot of resistance.
A resistance creating resilience in both fish and folks.

Since the dawn of day, Salmon has been our way of life. A life lived on nature’s terms.

We still live in harmony with nature, but times are changing.
Now we harvest the fish on land instead of catching it at sea.
A more sustainable solution for both islanders and the planet.

The salmon keep swimming as it has always done,
Naturally strong, against the current.

Bue® Salmon Current Made