Fish deli-experience

In a category dominated by mostly private label, or few brands with limited product portfolios, Insula wanted to launch the first true and broadest consumer seafood brand. With generic visual cues of salty seas, bearded fishermen and the fish of the dreaded school lunch, a segmentation study showed that the entire category needed to be rejuvenated to increase seafood consumption. A modernized expression embodying the “fish deli-experience” to celebrate and educate about the convenience and the healthy aspects of making seafood “for life”.