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Blue Circle Seafood Redesign



Agency: Safari Sundays
CEO + Chief Creative Officer: Damon Gorrie
Creative Director: Simone Fabricius
Designer: Ilana Addis, Allessandra Greco
Director of Strategy: Georgia Levison
Managing Director: Cynthia Davies
Account Executive: Cliff Horowitz

Project Type: Produced, Commercial Work
Client: Blue Circle Seafood
Location: New York, USA

Safari Sundays just redesigned Blue Circle seafood, including logo development, a new tag-line, packaging and look and feel. Blue Circle support the best type of sustainable fishermen, dedicated to making sure the oceans of our future are filled with fish. But not enough people know this about them or why fish farming could actually be the answer to keeping fish on the menu. Safari Sundays needed to design an easy, impactful and tasty way to re-educate people and help them buy happier, healthier, tastier fish.

"It began with their name," said Georgia Levison, Director of Strategy. "The 'Blue Circle' is an entire way of thinking and behaving – so much more than a green ‘bandaid’ approach to sustainability, everything they do is about actively nourishing the world so that it thrives and when it comes to the future of our food, a big part of the picture is blue, circular and all about our oceans."

Simone Fabricius, Creative Director, says, "The 'Blue Circle' approach is uplifting, progressive and deeply in-touch - our illustrative hand-drawn style, clean layout and bite-size messaging conveys this in an accessible and informative way. The chalk effect brings us closer to the passionate, purposeful fishermen and fishmongers behind the brand and the traditional window became an additional tool for us to visually bring attention to the name."

The result is a naturally bold, visual and verbal system that remains simple whilst telling a complex story; it has a refined, more impactful logo and tag-line, an easy yet aspirational 3-step story and a textured, in-touch design language that tells a delicious but to the point story of better fish and a mutually healthy future.







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