the project:
High Liner Foods are a big fish in the seafood world. WMH&I were tasked with creating their new corporate brand platform from which to steer their growth ambitions and galvanise staff as they embark on a bold new brand adventure. Together, we articulated a new brand purpose and wrote the script for the corporate film.
Founded in 1899 in Nova Scotia, HLF supply Canadian and US markets with frozen fish products. They’re a global leader in best-practice improvements and sustainability, advanced tech-based systems and logistics, and quality and breadth across their product portfolio. Already category leaders in Canada, they were keen to increase market share in the US. Working with WMH&I, we came up with the new purpose ‘Changing The Way We See Food’. Simple yet meaningful, this powerful idea captures everything that HLF stands for. It refreshes their pioneering outlook with new confidence and optimism, a crystal-clear sense of direction, and amplifies their voice in the conversation around the future of seafood. WMH&I’s striking ‘twist’ design brings to life this essential element of change across all key touchpoints, and sets the scene for the fundamental improvements that HLF continue to bring to the industry and the wider world.
