CleanFish

Challenge /

When I first met with the founders of CleanFish (nearly year before I started working with them) they were already in the midst of a complete shakeup. Having spawned (sorry, couldn’t help it) a revolution in the seafood industry by building an alliance of producers, distributors, retailers, and chefs dedicated to sustainable practices, it was now time to take their message to the public. They needed to make a big splash with the average Safeway or WholeFoods customer. They needed to make their mission clear without getting all preach-y.

In other words, they just needed to tell a crazy-good (fish) story.

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Solution /

To make things sing, they needed to get their house in order—and develop a brand voice and brand image that would resonate with consumers (the way their backstory and business model resonated with the trade). Over the course of three months, I conducted real-time workshops with folks throughout the company to home in on a collective sense of what the company stood for and why it should matter to consumers and the trade. Then I built a new design system and tone of voice that quickly telegraphed what made their offering unique.

Good people. Great story. Delicious fish. What's not to like?

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