港漁味

城市, 環境 !

Introduction

Background

The local aquaculture industry is facing two major challenges: competition with imported aquatic food products and the lack of consumer confidence in fish and seafood .

Due to the high production costs locally, competition with imported aquatic food products by price is impossible. Improving the quality of locally produced aquaculture products, together with a product quality assurance system, is a promising way for local farms to compete with imported goods instead.

With an enhanced brand image, products can be better targeted to the right customers, resulting in an increased success rate. To this end, we are dedicated to extending our e orts to strengthen public awareness and confidence in local aquaculture. This will be achieved through a range of increased promotion and marketing initiatives, ensuring that our message reaches a wider audience.

Research & Analysis

Our Client

Our client consists of two government-funded programs under the Hong Kong Agriculture, Fisheries and Conservation Department: Hong Kong Accredited Fish Farm Scheme and Fish Marketing Organization. The former aims to promote local high-quality fish farming, including both saltwater and freshwater fish, while the latter serves the local fisheries and seafood trading industry by facilitating the orderly and e icient distribution of seafood to ensure a stable and sustained supply for Hong Kong consumers.

Given the programs' history and loyal customer base, there is a need to improve brand awareness among the general public. Additionally, the current brand image is relatively outdated and does not appeal to younger customers, making it di icult to reach out to this demographic. Improving the brand image and increasing promotional e orts are necessary steps to attract a wider customer base, particularly the younger generation.

Product

The products of the Hong Kong Accredited Fish Farm Scheme consist of various locally farmed fresh fish, with prices slightly higher than the market average and sold at higher-end supermarkets. Therefore, the brand positioning and price range are similar to those of organic produce.

Target Analysis

In the past, the most loyal customers were predominantly middle-class housewives who placed great importance on product quality, as well as brand values such as environmental protection and sustainability. These customers also took into account the benefits o ered by the products, both in terms of personal satisfaction and social responsibility. Therefore, it was crucial to not only provide high-quality products but also to align with their values and concerns.

Project Insight

In the past, government agencies tended to use conservative and outdated designs in terms of color and graphics. As a result, their designs often appeared dull and lackluster, lacking vitality and failing to keep up with the times. The overall expression of the project tended to be too pushy and lacked the power to inspire and appeal to the public, making it di icult for younger generations to access such great products.

In this project, we aim to transform the product and brand image to make it more in line with the aesthetics and lifestyle of the general public. Our goal is to convey and educate the message that "eating fish can helps our bodies, cities, and environment" to the public, so that they can understand the benefits of consuming fish and subsequently purchase high-quality fish products.

Opportunity

By using bold and vibrant designs, we aim to enhance the brand image and increase visibility, making the brand design more in line with modern aesthetics. We will also incorporate educational elements into the design to help the public understand the brand's values and philosophy.

Design Goals

Enhance the brand image to align with the general public's aesthetic preferences.

Increase brand recognition and awareness among the general public.

Project Statement

It helps our body, and environment.

Project Objective

1. Rejuvenate the brand and expand the target market to appeal to a younger audience.

2. Foster public awareness of the benefits of consuming high-quality fish.

body, city, environment.

Design Solution

Packaging Design

Create 3 di erent sizes of packaging boxes with fresh color schemes and layout designs

Logotype + Super Graphic + Slogan +

Educational Elements

Poster Design

Design 3 di erent styles of posters to promote high-quality fish, and pitch to di erent target audiences.

Logotype + Super Graphic + Slogan + Photo +

Educational Elements

Online Store App UXUI

Design the interface of the online store to accommodate the QR code system for high-quality fish products.

Logotype

+ Super Graphic

+ Slogan

+ Educational Elements

+ Product Information

+ UXUI

Pop Up Store/ Booth Design

To create a unique and immersive experience, we aim to incorporate brand elements into the pop-up store design and highlight the essence and atmosphere of "fish". By integrating the brand's visual identity and messaging into the store's layout and decor, we can create a cohesive and engaging environment that truly embodies the brand's values and mission.

Logotype + Super Graphic + Setting + “Fish” Element

Branding Logotype

The Logotype is named "港漁味" which translates to "Hong Kong Fish Flavor". We have chosen fluorescent green and colorful blue for the colors, which not only make it eye-catching, but also represent meanings such as "environmental protection, sustainability, greening" and "aquatic products, ocean, fish".

R: 0

G: 0

B: 255

R: 0

G: 255

B: 0

Chinese and English Font (Title)

VD-LOGO Std U

Chinese Font (Subtitle)

English Font (Subtitle)

Helvetica Neue Bold It helps our body, city, and environment.

Super Graphic

Regarding the Super Graphic, we have utilized elements such as the ocean and fish. We incorporated repeated wave patterns to symbolize the ocean and various curved lines to represent the texture of fish scales. These patterns will also be extensively applied to other touchpoints for consistency in branding.

Packaging Design

Selling Point

For our packaging design, we have created two di erent types of packaging. One is designed specifically for our products, while the other is a universal packaging that can be used for di erent types of products.

Educational Elements

Product Logotype

Another Version

Product Information

Packaging Design

Powerful Feature

Given that the Hong Kong Accredited Fish Farm Scheme has a QR code product information system for fish products, we have also incorporated a QR code scanning system to facilitate customers in accessing product information. Customers simply need to press "scan" to scan the QR code on the product to view or purchase information.

Pop Up Store/ Booth

In terms of promotion, in addition to some basic media, we have also designed a set of Pop Up packages for the entire project, suitable for Pop Up Stores and Pop Up Booths. The booth design features a Super Graphic and the Logotype of the entire project. Moreover, this booth can be folded, which is beneficial for transportation and assembly.

Pop Up Store/ Booth

In terms of decoration, we have chosen white lampshades to decorate the storefront. This color of lampshade is commonly seen in Hong Kong street markets. This not only uses the established impression of street markets to create the atmosphere of a fish stall but also enhances the visual e ect.

We have also added insulated bags for the Pop Up Store to increase the chances of customers purchasing fish products. For example, "receive a free insulated bag with a purchase of a certain amount" can greatly enhance customers' desire to buy and eliminate concerns about the quality of the products when bringing them home. It also helps to create an image of customer consideration.