The brief was to create a brand identity for a new range of salmon that felt both wild and elegant, allowing the product to speak for itself while appealing to a discerning consumer base. Packaging, naming and storytelling all needed to work together to capture this balance.

I worked on the naming, tone of voice, on-pack copy and overarching brand story. My role was to craft copy that sat harmoniously within a pared-back visual identity, ensuring every element of the brand’s launch conveyed both premium quality and respect for nature.