United Fisheries approached us with a vision to refresh their brand, seeking to convey their deep-rooted connection to the sea and the authenticity of their operations. Their goal was to create a brand narrative that told the story of their respect for the ocean and the dedication of the fishermen who tirelessly work to bring fresh, New Zealand-caught seafood to the market. Through a collaborative and creative process, we developed the “Sea Believers” brand positioning—a concept that captures the essence of their values. This positioning speaks to their commitment to sustainability, their admiration for the ocean, and the skill of those who navigate the waters to deliver the finest seafood. The refreshed brand visually embodies these ideals, with a wordmark cleverly designed as though it’s being caught on a fishing hook and pulled through the water. This powerful image symbolises the freshness and origin of their products, grounding the brand in the rugged and remote coastal environments of New Zealand.

Building on this strategic brand foundation, we extended our partnership with United Fisheries, helping them grow into a portfolio of brands that target diverse market segments. We worked alongside them to develop and refine brands such as United Fish Co., United Food Co., Sea Cuisine, Loco Loco, 8th Street, Lucky Boy, Ya Tai, and West Street. Each brand was carefully crafted to offer its own unique product and identity while maintaining a unified connection to the parent company’s values. Whether it’s delivering premium, fresh seafood or celebrating vibrant, culturally inspired flavours, each brand resonates with consumers while staying true to United Fisheries’ dedication to quality, authenticity, and sustainability. This cohesive approach has enabled United Fisheries to expand their market presence while honouring the traditions and principles that set them apart in the industry.