For over 20 years Loch Duart have reared their Scottish Salmon in the crystal clear waters of North Western Scotland. Putting salmon welfare at the heart of everything they do, they’re constantly innovating to raise the bar of salmon rearing globally. Despite the best chefs in the world requesting them by name, Loch Duart’s branding did not reflect the quality of their product. As they diversified beyond menu into new retail and direct to consumer environments, they knew it was crucial for their brand to work harder, so went to Hunger for a rebrand and repositioning.

From world leading welfare initiatives to the firm texture, vibrant colour and sleek torpedo shape of their fish, Loch Duart salmon is like no other. With the positioning ‘Unrivalled Scottish Salmon’, Hunger set out to show there was no comparison by building a truly luxurious brand. Inspired by Scotland’s other luxury exports, they borrowed premium cues from whisky to create a strong, sophisticated evolution of Loch Duart’s existing brand. Giving their established shield a sophisticated refinement, they added detail and depth to show the lifetime of care each Loch Duart salmon receives from roe to fully grown fish.

A solid wordmark speaks of Scottish provenance with class and confidence, while crafted icons elevate the brand experience across multiple touchpoints. A textured lino-cut inspired illustration captures nature’s wild North Westerly waters, while a simple secondary wave device builds an ownable edge to every communication point. The project was wide-reaching rolling the new positioning and identity overall internal and external touchpoints of the business including; packaging, website, brand video, signage, vehicle livery, marketing materials and roll out across all internal touchpoints.

True luxury brands have no substitute. Complete with their unrivalled product, Hunger’s new sophisticated positioning and rebrand puts Loch Duart salmon beyond comparison.