Brothers Kevin and Nigel’s fresh crab meat business had become over-reliant on a volatile export market and they wanted to build a new consumer-facing brand, supplying top quality food halls, delis and restaurants in the UK.

They had an authentic competitive advantage: three generations of fishermen and RNLI life-boat men; and stewards of the seas.

We worked with the family to develop a well defined brand purpose from which the brand proposition, tone of voice, new identity and accompanying set of visual assets easily flowed.