As a family business for over 150 years there is a strong legacy and purpose within the company. You can feel it. But can you tell it? And how to make everyone within your growing company tell the same story and act in the same way. So that, internationally, all your stakeholders know what your brand is about. And want to sell your branded product as it is, not hided under a white label (the brand of the supermarket).
Our brand strategy sessions filtered out the brand personality, story and purpose of Premier; Leaving behind a better sea for future generations to keep enjoying the delicious treasures of the sea. This already starts now. Not only in the stories we tell, but how the brand looks and acts. The first step was to set out a brand journey and align the complete brand to the extracted message and for everyone within the company to understand and tell it in the same way. With the brand pillars and brand blueprint as guideline to follow. The next step is for everyone to experience it as it is meant. Through the brand visibility, the people of Premier and the marketing.
We translated the brand story and pillers into the new brand identity. In copy we added Seafarmers by nature as a tagline to the new developed logo. As Seafarming is in their nature (for generations). The products they harvest are created ‘by nature’ and nature/the sea is their work environment. The brand identity reflects this natural feel in colours, photography and style. In the brand imaging we want to focus less on productshots and more on lifestyle and emotion. For the consumer campaign we developed the concept #YourPremiermoment Eating the beautiful products of Premier always make you feel special. It has a great variety and can be enjoyed all year round. We want young and old to cook with ease and confidence and enjoy their #premiermoment.
Through the brand strategy and complete re-branding Premier is now visible. The brand story is told everywhere, but can also be experienced in the brand video we created. People are connecting with their story and the brand is getting a stage. The sales team notices new doors in relevant market places are opening to them. They also have more possibilities to sell under their own brand label and get more shelfspace. With the new developed convenience line a new audience start trying the products of Premier and recognising its brand.
