The Rugby World Cup in 2011 presented a unique opportunity for the Seafood Industry Council of New Zealand to capitalise on the influx of international visitors to our country.
Rather than promote the Council itself, we needed to present the New Zealand Seafood story to New Zealanders and visitors alike.
'Nature's gift – harvested with care'. The identity is based on the idea of treasuring and protecting our resource. The fins represent our fresh and clean seafood product, the hook symbolises sustainable harvesting by a responsibile industry and a stylised New Zealand immediately identifying the product's point of origin.