One port of call

Sea Port is a seafood supplier for foodservice and retail customers throughout the U.S. They import all kinds of seafood from across the globe. They are well-known in the industry for their variety of products and commitment to quality and service. Established in 1981, it was time for a brand refresh to complement their expanding business and growing retail presence.

Market research

Market research revealed that their “C” logo was an important identifying mark to current Sea Port customers so they did not want to change its structure much.

We refined shapes, fonts and colors then developed master cartons and production guidelines, so their overseas suppliers could create their own shipping cartons compliant with the new Sea Port branding.

Brand colors were carefully chosen with some guidance from the market research as well as Sea Port stakeholder sentiment. Since Sea Port had a strong reputation in the industry, the direction was an evolution of the brand rather than a complete redesign.

Brand development/packaging

One of our key initiatives was updating packaging to comply with their newly developed brand standards as well as the newly imposed FDA guidelines. Another thing we learned through the market research was that their customers identified Sea Port’s color as a rich blue. The new packaging represents an evolution from its previous style with a more consistent brand approach for all products.

Advertising

To complement the new packaging, marketing collateral, web properties and the trade show booth were also updated. Truck wraps and the trade show booth positioned Sea Port as a national supplier for a variety of frozen seafood. The result is a clean, modern, cohesive brand experience across all customer touchpoints.