I LOVE FISH RE!

A SEAFOOD BRAND STIRS UP A DELICIOUS MELANGE OF FLAVOURS, CULTURE and TRADITION

The seafood market in India typically has two kinds of customers; one that shops from the unorganised sector (local fish markets), and the other that relies on established brands for assured quality. The latter seek hygienically cooked seafood, minus the stress of cooking or handling it themselves. Our objective was to position I Love Fish Re!, as an accessible brand that scores high on hygiene, authenticity, health and flavour.

The Ask

Design and develop the brand language for I Love Fish Re! along with its identity and packaging. The key was to highlight the brand’s expertise and the fact that it helps customers tread the road less travelled in terms of taste, by offering them authentic seafood preparations as an alternative to everyday food. Brand conscious, urban adults – college students to working professionals, aged 18 to 25 and 25 to 35. These are people who seek great quality and taste, awesome experiences, and efficient service.

Evolving palates, a growing preference for regional delicacies and the rise of cloud kitchens over the past couple of years has increased the chances of customers accessing packaged and/ or branded regional food products*.

Customers are also more inclined to experiment and try out new delicacies and seek unique experiences along with the promise of healthy and authentic food, behaviours that cloud kitchens can cater to. Our design for I Love Fish Re! needed to reflect the brand’s level of proficiency, in addition to positioning it as the gateway to authentic regional flavours and a healthy alternative to everyday food.