Copper River Seafoods | Brand, Strategy, Collateral, Packaging

When Copper River Seafoods, a wholesale supplier and distributor of wild seafood products, decided to re-enter retail markets with updated branding, guidelines and packaging, they chose Orca Design Group as their brand design consultant. Taking into consideration the owners’ deep roots in the industry and their connection to the original brand design, we carefully evolved the brand logo to what it is today while maintaining the basic composition and ideas. First, we bound the brand to the river by including the river in the background of the logo and on key packaging panels. Then elements were chosen to add touches of authenticity and nostalgia. Key line borders, arching signboards, antique white lettering and panels, ribboned logo elements, masculine/vintage, yet elegant typography – all play key roles. The color pallet supports the vintage look while standing out at retail and differentiating between products. Soft, dark, vintage background colors were used to step back and allow the delicious food photography to grab attention from the aisle while providing contrast for quick recognition of the now elevated brand name – Copper River Seafoods.

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