Wildcatch Seafood, a value-added wild Alaska seafood brand, is focused on sourcing salmon from native Alaska fishing communities and sustainable fisheries. Wildcatch smoked products are primarily targeted to natural food markets as a healthy choice, an excellent source of Omega-3, and a sustainably sourced seafood. To tell the story about the Tribal communities, a set of icons was developed representing each fishery location. Illustrative maps and photos on back panels give consumers a clearer idea of just where in Alaska the communities were located. Orca Design Group assisted the brand with package design and strategy as they expanded their value-added smoked products to multiple SKU's and ventured into other seafood categories, including frozen seafood, salmon oil supplements, salmon jerky, frozen burgers and pet snacks. Catalogs and sell sheets were designed to tell the story clearly to potential grocery buyers while an e-commerce website was designed to sell directly to consumers.