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Particular & Co

Amy Salisbury came to us with an idea. She wanted to create a start-up ethical fish brand. She had the credentials within the industry, having previously worked for global seafood brands. Not only that, her family had generations of seafaring heritage, sailing out of the port of Grimsby in North East Lincolnshire. Amy and her family are passionate about the industry and also very vocal about all the issues surrounding fish stocks and general practices.


There was no name, no brand, no tone of voice, no packaging... It was a true ‘start from scratch’ project.



We started with a thorough planning and strategy process, looking at the industry, competitor set, etc. We then worked on a clear proposition, creating the foundations for the brand. Once this was agreed, we started working on stylescapes for Amy – simple ‘moodboards’ that explored various different directions, all based on the strategy and proposition work done at the planning stage. We continued fine-tuning selections until we were happy with one route.


Particular & Co.
Faring the seas for the finest fish.


We then started rolling out across multiple pack formats and multiple SKUs.


Deliverables: Strategy | Proposition | Naming | Naming and registration for copyright | Brand story | Branding | Packaging design across multiple SKUs | Presentation decks for retail | Photography | Website


The Outcome: The range has been well received across the industry and created a real buzz within the sector, with interest from the major multinationals.

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