Global Seafoods have provided quality seafood to the Australian domestic market for well over thirty years.
Kim Rylands, the second generation owner, knew he needed to address his branding in order to strengthen his position with his key customers and develop new customer relationships.
He was initially unsure about the branding process, time frame and costs but choose to work with DRG having been impressed by the background of the lead strategist driving his project.
Working with DRG
DRG first and foremost took time to thoroughly understand the Global Seafood business, the market, its customers, the driving reason for change and the many touch-points that would be part of the brand roll-out process.
This first phase included talking to customers and store visits where the global seafood product range was displayed.
Using the insights from the above, DRG crafted their brand story, brand positioning and developed a very strong brief for their graphic designer.
A new brand identity was designed and then applied to the entire global seafood product range, instore advertising and merchandising.
The branding process and resulting brand identity and roll-out has been extremely well received by Global's key customers.
Staff are also right behind the new direction which is helping Global's push into new markets.