Brand Design | Illustration Art Direction | Marketing Strategy
Creative Director: Nigel Deary
A rebranding for Glenryck, a global canned fish brand dating back to 1937, which involved modernising the brand’s iconic logo, establishing new guidelines and updating the design of their packaging.
Old Glenryck Branding
The Challenge
The Glenryck brand had been around for more than 80 years, and once a market leader had now been eclipsed by newer brands on the market. Their visual identity needed to be modernised to become relevant and relatable to a younger generation, while retaining the brand’s strong heritage.
The Solution
Prior to beginning work on the visuals of the brand, a new brand strategy was developed, which included newly-defined values, mission and positioning statements.
The iconic Glenryck logo was cleaned up by removing harsh shadows, softening corners and reducing the thick black outline on the lettering.
Icons, type and colours were realigned to reflect the brand’s updated values, based on the four pillars of community, love (of health, the environment, fish), sea and sun.
And lastly, patterns and illustrations were specially developed to be used throughout the brand’s communications.
The packaging was updated with a more simplified illustration style and the introduction of visual flavour cues. The fish was also turned to be forward facing, so as to be more positive and future-focused.
