United Fisheries

United Fisheries

United Fisheries initially approached us with a desire to refresh their brand, aiming to tell their deep connection to the sea and the authenticity of their operations. Through a collaborative process, we developed the “Sea Believers” positioning—a concept that embodies their respect for the ocean and the dedication of the fishermen who work tirelessly to bring fresh, New Zealand-caught seafood to market. This positioning became the foundation of the refreshed brand, where the wordmark, caught on a fishing hook and pulled up through the water, visually tells the story of freshly caught fish, grounding the brand in the rugged and remote coastal environments of New Zealand.

Building on this strategic foundation, we expanded our partnership with United Fisheries to create a portfolio of brands that address various market segments. From United Fish Co. and United Food Co. to Sea Cuisine, Loco Loco, 8th Street, Lucky Boy, Ya Tai, and West Street, each brand was thoughtfully developed with its own unique offering. Whether delivering premium seafood or celebrating vibrant, culturally inspired flavours. Each brand resonates with consumers while staying true to United Fisheries’ core values of quality, authenticity, and sustainability.