branding, packaging & annual marketing
J&F Seafood has and continues to be a respected wholesale retail and food service seafood supplier for over 30 years. After many years as a white label supplier J&F Seafood wanted to launch their own premium line of seafood products in an already crowded field of competitors. Their initial product offering would focus on small family size quantity bags found in grocery store frozen bunkers and asked Unite to develop this seafood brand from the ground up.
Many brand names in this category sound the same and their packaging is very generic using clear bags where product can see but is mostly obscured by chunks of ice which is not visually appealing.
After conducting our brand positioning process, which is used as the foundation for all communications, we decided to create a name that was a fictional place that would evoke a mystical fishing harbour in people’s minds once they heard or read Rock Harbour Seafood. It was important to use the Canadian spelling of ‘Harbour’ since this is a proud Canadian brand. To shakeup the bunker we needed to be different and with no initial marketing budget the package had to work very hard, therefore we decided to lose the clear bag and opt for a fully printed bag which would visually stand out and show our products in their best light through elegant photography. We were the first to use fully printed bags years ago and now some competitors have followed suit.