||KINGFISH Co., Ltd.
||Seafood Import and Export
|Scope of Works
||Brand identity, logo design, brand design, tagline creation, website design
KINGFISH – The leading role of a seafood brand is beyond its name
In an article shared on Fanpage, Vu commented that most brands associated with the word “product”, such as agricultural products, real estate or seafood brands, are not interested in building image and brand awareness.
It’s likely because of the industry’s name or the specific nature of the field; many leading names in agricultural products, real estate or seafood only focus on numbers that report business capacity. Instead of investing resources and enthusiasm in building positive brand awareness, bring the brand to the top of the market and stay deep in the perception of target customers.
The seafood brand Vu has agreed to cooperate with, consult on building an identity and then decide to showcase the project is also a case. With the ambition to become the leading name in the domestic seafood market before reaching out to the big sea and successfully conquering the fastidious international market, the founder gave his brand the title—florid – KINGFISH.
Unfortunately, the position of King that the founder is aiming for is only in the name or partly from the ability to control supply, which is the core strength of this brand. In addition, we need to see KINGFISH’s position, ambition to lead or competitiveness in the images and design of the brand identity.
That is also the goal and challenge for Vu’s team in the consulting project, building identity and brand identity KINGFISH.
The problem with the seafood brand KINGFISH
Like many domestic brands, there needs to be more views and awareness about building a brand image. Weaknesses in the image of the KINGFISH seafood brand come from the primary colours, logo design and overall design of the brand identity.
If one or all three factors is missing, any brand is easily missing in the brand identity and communication market matrix. These factors lead to consistency on the way to brand building. The staff themselves also need more orientation in the working process and spread the value system that the brand pursues.
How does Vu’s solve those problems?
First, finding and effectively applying the inspiration for the seafood brand identity design is necessary. KINGFISH’s founder can manage supply thanks to his previous work experience, so Vu’s team also uses the Thu Linh brand model with the advantage of reasonable supply chain control.
The name KINGFISH is also relatively dangerous and carries many risks of identification. The original KINGFISH team focused too much on the name and external image instead of showing the ability and position of a king in the market with the brand identity itself – which creates awareness—much more positive and sustainable branding.
Inspired by the founder’s story and brand identity, Vu Digital team has built the image of a King – a strong representation of the ability to manage, control and run a large group.
Details of each item and orientation to solve the problem will share soon.
Logo design of seafood brand KINGFISH
We use Wordmark design techniques to visually represent the brand name and affirm a solid brand position without the need for the appearance of another symbol.
The KINGFISH seafood brand logo is applied with a fisheye effect to make it especially attractive at first sight, along with a Vintage design style that aims to establish a historical identity for the brand. So the trust from customers.
The two words KINGFISH are arranged in a Shape inspired by a majestic and powerful crown to express the orientation to become a leading brand in its market. At the same time, it is a statement to affirm the position and ability to control and manage the supply chain as a true king.
The colour of the seafood brand KINGFISH
KINGFISH seafood brand is a big name in seafood and domestic cuisine. Vu’s team chose Sock Eye red with the code #BD1E2D, as the iconic colour for KINGFISH and the primary colour in the brand identity.
In the visual principle, red is the colour that stimulates the heartbeat, creates a feeling of impatience, gnawing for the body and leads to cravings. Many F&B brands have chosen red as their primary colours, such as KFC, McDonald’s, Vissan, and Kido Group,…
KINGFISH brand identity element
Besides the image of the identity that Vu is about to share in this showcase, the element of the KINGFISH seafood brand identity is also fully and powerfully expressed in the website design. Inspired by the ability to control supply to shorten the time from catching to finished product, then becoming an essential ingredient in the meals of millions of people.
Along with the brand statement, “Yesterday was at the bottom of the sea, today at KINGFISH.” Website design brings viewers to the experience of witnessing and understanding more about the world that lies deep under the ocean. See the accurate and vivid image of the fishing process in particular and the processing of finished products in general of the brand team.
From there, create a positive perception that the KINGFISH seafood brand is not only talking, ambitious and building the image of a leading brand. They also prove by actions and responsibility of the team through the positive brand image that Vu has just completed.