ABOUT

CHALLENGE
In recent times the seafood industry has found itself at the heart of the global environmental crisis with diminishing fish stocks, unsustainable and sometimes unethical fishing practices, and a sea pollution problem exacerbated by debris from the industry.

As one of North America’s largest seafood companies, with a proud 124-year legacy, High Liner Foods is leading the industry forward, with an unyielding commitment to sustainability powered by innovation, still driven by the original vision of its founders in 1899, the Smith family of Nova Scotia, to provide exceptional quality seafood to their community.

The problem was the previous brand identity did not reflect this company ethos. In fact, it was drowning in retrospective traditions and a category generic visual language of the past.

STRATEGY
To amplify High Liner Foods’ forward-thinking ambition for the seafood industry. The branding needed to demonstrate how the company is taking a fresh perspective and pioneering a different, more sustainable approach. WMH&I distilled this into the brand line; "Changing the way we see food".

SOLUTION
At the heart of the rebrand is a bold graphic twist, symbolising a shift in perspective, an active transformation. This graphic twist forms the cohesive thread running through the entire brand identity, from the logo to layout shapes, typography, and motion design.

The new logo pays homage to the waves in the previous logo by using the graphic twist to create a wave like ‘H’ from the ‘H’ in High Liner Foods. This emblematic design signifies a new era for High Liner Foods.

Typography plays a pivotal role in this transformation. The bespoke font, aptly named High Liner Sans, represents a contemporary interpretation of Dalton Maag’s Effra font. The twist is thoughtfully incorporated into all letterforms, paying homage to the principles of 20th-century calligraphy.

The original colour palette has been reimagined. Six sea inspired hues, complemented by warm salmon and seabed white, inject vibrancy and an unexpected twist into a seafood market that often clings to a more muted palette.

The visual identity is further enriched by photography that paints High Liner Foods as a brand with a fresh perspective, showcasing the industry and the world through innovative and dynamic viewpoints. This visual world captures the humanity of High Liner Foods, highlighting its creative potential and optimistic journey into the future.

RESULTS
The comprehensive brand identity for High Liner Foods encompasses the brand’s essence, creative potential, and hopeful path forward. Launched in May 2023, it is early days to report commercial results. However, Anthony Rasetta, Chief Commercial Officer, succinctly encapsulates the essence of this rebranding effort, “Guided by our purpose, we believe there is enormous potential to inspire more seafood consumption. This new, modern identity for High Liner Foods is representative of how we are looking at our business, our industry, and our category with a fresh perspective.”

This rebrand is more than a visual transformation; it symbolises a bold shift within the seafood industry. It showcases the company’s commitment to innovation and sustainability. High Liner Foods’ story, spanning over a century, continues to be one of evolution, forward-thinking, and a dedication to nourishing lives through seafood, now reimagined for a brighter future.