Connemara Seafoods is an Irish family company with expertise grounded in over 60 years of tradition and experience yet driven by trailblazing innovation in harmony with the environment.
The company’s origins lie in cultivating a wide range of the finest quality Irish shellfish products, which they also process, pack and distribute in both fresh, frozen and added value form throughout the world.
A multiple awarding winning company, Connemara Seafoods commitment to excellence is reflected in their state of the art technology and scientific expertise. Their food plant is built to the highest food grade standards and they are a major supplier to significant retail and wholesale customers in the export market.
As Ireland’s leading seafood cultivator, processor and exporter Connemara Seafoods has a very proactive policy in managing their brand “Connemara” which is reflected in their most recent drive to re-evaluate and upgrade their brand both in terms of their position, strength and effectiveness in the global markets.
OLD Connemara website BEFORE rebranding
What We Did
New Product Development
New Brand Identity
New Packaging Design
Ongoing Marketing Support
In looking at the Connemara brand positioning and product offering through a brand audit it was decided that a complete overhaul, update and relaunch was required to leverage the brand more profitably.
The core brand message hadn’t changed but it had lost some of its edge, perceived relevance and clarity of communication. They needed to evaluate their positioning, promote their brand story much more strongly and communicate in a way that was more relevant and compelling to their target market.
The brand overhaul required an audit of the brand in terms of “the Connemara world” and “way of doing things” and how that message was disseminated in a way that ensured its irresistibility to its target audience. They needed to be much clearer in their communications with their target market, what they had to offer, and why that’s important to their audience.
together with ongoing brand mentoring and marketing support and training.
Congruency across all touch points internally and externally was, and still is critical.
The primary target market for Connemara are B2B customers: Wholesalers, Retailers, Foodservice Companies and Distributors in Europe, the USA and the Far East. B2C retail customers are secondary but a growing sector.
Packaging for the Italian market
At Connemara a clean, healthy, sustainable environment is central to their food philosophy and the way they do business.
They operate within one of the cleanest natural seafood environments in the world. This environmental message had to be an integral part of the brand offering and all the brand design assets. The very best in nature married with local tradition and expertise to supply first-class Connemara Irish shellfish to markets in Europe, the USA and the Far East.
The project required extensive brand development, marketing and design inputs at multiple levels with a brand communications strategy that needed to work effectively across global markets yet allow for adaptability to national markets.
The cultural variables of different countries had to be considered, apart from multi-lingual needs, such a culinary history, food preferences, professional buyer dynamics and changing trends, consumer purchasing, life style habits and preferences. Some products were developed just for specific national markets as opposed to others which satisfied the needs of global distribution.
The five websites and all the different multi-lingual packaging for various countries which ranged from added value food solutions in litho printed cartons to gravure printed multi-lingual bags and digitally printed labels were developed to core brand message yet adapted where required to meet national market needs.
Packaging for the French and German markets
The brand relaunch was very well received and is performing strongly across all the various markets in which Connemara operates.
If you’d like to know more about how we can help you create, build, grow or re-launch your brand we’d be delighted to talk with you.
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