As a family business that’s been around 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 do you make everyone within your growing company tell the same story and act the same way, so that internationally all your stakeholders know what your brand is about? In addition, you want your high-quality products to be sold under your own name and not be hidden by the supermarket label.
Our brand strategy sessions filtered out the brand personality, story and purpose of Premier: leaving behind a better ocean for future generations to keep enjoying the delicious treasures of the sea. This already starts now, not only in the stories we tell, but in 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 guidelines to follow, the next step is to make everyone experience Premier as it is intended. Through brand visibility, the people at Premier and marketing.
We translated the brand story and pillars into the new brand identity. Seafarmers by nature was added as a tagline to the newly developed logo, as seafarming has been in their nature for generations. The products they harvest are created by nature, the sea is their work environment, so the brand identity reflects this natural feel in colours, photography and style. In the brand imaging we wanted to focus less on product shots and more on lifestyle and emotion. For the consumer campaign we developed the concept #YourPremiermoment to emphasize that enjoying the beautiful products of Premier always feels special. There is a great variety and they can be enjoyed all year round, so we want everyone to cook with ease and confidence and enjoy their #premiermoment.
Premier is now visible through the brand strategy and complete rebranding. The brand story is communicated everywhere, and 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 is noticing new doors in relevant market places are opening to them, additionally they also have more possibilities to sell under their own brand label and get more shelfspace, and with the newly developed convenience line a new audience is starting to try Premier’s products.
