Fish deli-experience

In a category dominated predominantly by private labels and a few brands with limited product portfolios, Insula aimed to launch the first true and most comprehensive consumer seafood brand. With generic visual cues of salty seas, bearded fishermen and the fish from the dreaded school lunch, a segmentation study revealed that the entire category needed rejuvenation to increase seafood consumption. A modernized expression embodying the “fish deli-experience” was created to celebrate and educate consumers about the convenience and health benefits of incorporating seafood into their lives.