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.
T: +353 1 8322724
Got a question or need some help with your brand?
We’re thrilled! Send us a short note and we’ll be in touch.
We do our best to read every message within 48 business hours. We’re kind of obsessive about customer care so if you don’t hear back, that means we didn’t get your message so please do send it again.
“I recently organized a large Business Forum for business owners and stakeholders entitled ‘After the Storm – New Business Opportunities’ to highlight the challenges and changing face of doing business in 2013. I was delighted to engage Lorraine Carter to speak at the Forum as I have seen first hand her expertise in Branding and Design.
More importantly I know Lorraine as a Professional Speaker who delivers not only excellent content but is passionate about the positive financial impact of great branding and design.
Lorraine’s talk entitled ‘Brand Your Way Out of Recession’ was extremely well received. Her clarity, eloquence and use of storytelling evoked clear examples of how both big, medium and even small businesses have reached the top with successful use of effective branding and design.
I’d recommend Lorraine as a Speaker at your next event or conference. She is an expert in what she does but more importantly she is an expert who knows how to speak about it!”
Sharon Cahir | Author Solicitor Lawyers and Leaders Coach and Trainer
“I have had the benefit of working alongside Lorraine Carter with mutual clients and will happily do so again.
Lorraine understands the power of brands for businesses in a way that makes practical sense to businesses. Her dedication to her craft is a great credit to her along with her attention to her clients and the details that matter.
Lorraine understands how to work with people who don’t work with brands on a daily basis and above all Lorraine has a bottom line value orientation. I look forward to continuing working with Lorraine and her team at Persona Branding & Design.”
Dave Gribben Enable Better Business
“The Maguire & Paterson brand was established in 1882 and therefore the rebranding and new packaging had to be managed in a very sensitive and caring manner.
Persona Branding & Design worked very effectively with the M&P management team ensuring that the findings of consumer research were correctly interpreted and factored into the brand revitalization and new range designs. We found their ability to steer us of significant benefit.
Persona Branding & Design also ensured that we kept our focus on core objectives and diplomatically challenged us at various stages on our thought process, ensuring that any brand preferences did not stray from the core objectives.
We would have no hesitation in recommending Persona Branding & Design and we would be very pleased to speak with any potential client(s).”
Neil ScaifeHead of Commercial Control | SHS Sales & Marketing Ltd
“Lorraine Carter creates meaningful and immaculately designed brands based on a deep subject matter expertise. She, through Persona Branding & Design, provides a world class professional services for all sized enterprises.
Her understanding of target markets results in memorable and distinctive work that empathises with end customers. Lorraine brings a uniquely positive energy to every meeting that leaves her clients engaged and delighted.
Emmet SavageFounder and CEO | Rubicoin
“Lorraine Carter is a true marketing professional. She is highly creative and has delivered impactful, innovative brand solutions for my business for almost a decade.”
Rita AhernManaging Director | Food Matters
“Persona Branding & Design supports our company with an excellent level of creativity in all areas of branding, design and marketing. They listen, understand and interpret our needs perfectly with a formidable proficiency in execution. It is only fair to say that our company expectations of original briefs have always been exceeded.”
Andy MulloyManaging Director | Connemara Seafoods Ltd
“I have worked with Persona Branding & Design for more than 8 years. They have become an invaluable extension of our team, working with us in a flexible, intelligent and pragmatic way.
Once commissioned, they became part of the business extending their expert opinion and brilliant creative solutions in total harmony with our requirements which has achieved great results. This is important since it is often the detail that can make or break a business relationship. Their work philosophy is the best contract a client can hope to receive.”
Gavin DivillyManaging Director | Cater Hire Ireland Ltd
“Persona Design successfully applied their extensive branding experience from consumer goods directly to an important industrial B2B product range within our organisation. This was pivotal in the formulation of our brand communications strategy which also included design, packaging, point of sale material and brand promotional plan, all of which contributed to a very successful commercial outcome.”
Michael O’DonohueCountry Director | Wavin Ireland Ltd
“Lorraine is an excellent start to finish project manager with tremendous creativity and ability to work budgets and timelines effectively.”
Kelley SpillaneSenior Vice President | Castle Brands
“I can’t say enough about the excellent work that Persona Branding & Design has done for us. They didn’t just look at our design requirements but challenged us to really look at the fundamentals of our brand and our target market.
They fully engaged with our team and questioned our thinking, providing strong guidance when needed to keep us all on track. Not only is their work exceptional but it’s an absolute pleasure to work with them too.
The end product has evoked huge comment from customers and buyers alike as to its thought provoking branding, design and uniqueness, thus putting Country Crest into a whole different zone of marketing.”
Tony Doyle Commercial Director | Country Crest
“Lorraine Carter from Persona Design recently presented at our Dell Social Media Event on the importance of Brand for Corporate and Self. Lorraine provided great tips, many of them thought-provokingfrom her vast experience in developing brands, as an individual, for customers and the importance of building relationships.
I would highly recommend Lorraine as a trusted advisor on Brand Development and Management.”
Joan ByrneSaaS Portfolio Manager EMEA | Dell Inc
“Persona Design has always exceeded the objectives of our briefs. Their level of interaction and creative rigour offering a range of fresh concepts is brilliant.
Apart from being great people to work with, Persona Branding & Design offers an unbeatable combination in their level of service, lateral thinking, attention to detail, strategic focus and commitment to all projects undertaken. They are a key asset within my company and I would be delighted to personally recommend their services.”
Donal KavanaghSales & Marketing Director | Zed Candy Ltd
“Persona Design are very talented brand consultants and packaging design experts. They are knowledgeable, creative and highly dependable. My company has hired them for a number of projects and we have always been very pleased with the results.
In fact, several of their projects for us have won prestigious awards. I highly recommend Persona Branding & Design.”
Mark Andrews IIIChairman of the Board | Castle Brands Inc
“Persona Branding & Design has adroitly managed several of our most important brand design briefs over the past couple of years and in doing so brought a high degree of creativity plus in depth knowledge in dealing with packaging and print suppliers that was vital for the completion of the successful end product.
Their attention to detail and open book costing consistently ensures no surprises on design or origination quotations.”
Gerry MurphyMarketing Director | Robert Roberts Ltd
“I was delighted to be a participant in Lorraine’s Master class on Branding, Packaging and Design. Lorraine has extensive experience is this area and her third party examples of clients she has worked with really drove the message home on the importance of one’s brand and how powerful it can be.
She is passionate in her message and delivers it with conviction. I strongly recommend her as a trainer, speaker in the area of branding, packaging and design as she is truly an expert.”
Margaret Hoctor Personal Coach | Trainer | Mentor and Facilitator
“Persona Design has worked with Wavin on the creation and development of the new branding and marketing collateral for the launch of a new range of premium products.
They worked closely with our commercial team during this period to deliver a fantastic launch, on time and within budget. I would highly recommend Persona Branding & Design to anyone who is looking for a company that adds value through innovative ideas.”
Brendan MurphyCommercial Director Wavin UK & Ireland | Wavin UK Ltd
“Lorraine is a highly experienced and expert marketing professional. That’s just one way of putting it. She is an expert public speaker and her passion for subject matter shines though when she presents on a subject that is obviously close to her heart. Highly professional and credible, she is always looking for the best way to apply her talent for her clients best interest.
Her firm is highly successful in delivering strategic marketing projects for their prestigious client base. I have no hesitation in offering my highest recommendation for Lorraine and her team at Persona Branding & Design”
Paul C DwyerGlobal Cyber Security Expert
“Lorraine’s depth of knowledge in branding is immense. I have attended some of her courses and also see first hand the benefits Persona Branding & Design can bring to a business. I am always happy to recommend Lorraine.”
“I have known of Lorraine’s high quality work for a number of years and in late 2008 I finally had the opportunity to work with her in developing a brand and marketing strategy for an upcoming awards ceremony.
Lorraine patiently guided the team through the process and was excellent in identifying the nuances, do’s and don’ts of our target market. We started out thinking a brand was just a logo but now know better!
Before this however, Lorraine had sat down for coffee on an number of occasions with my colleague and I on a different venture and was very generous with her time and sharing her knowledge. I aim to call on Lorraine many times in the future and look forward to it.”
Ian Lawlor New Business | Lotus Investment Group
“I’d be happy to recommend Lorraine Carter and her company, Persona Branding & Design, to any client who wants an enthusiastic and passionate business partner to produce compelling brands built on a sound strategy.”
Tim HealyMercator Marketing Research
“Lorraine is both highly creative and strategic. Her professional and flexible approach combined with her attention to detail resulted in exceptional work which perfectly met the clients needs. A pleasure to work with. I’d happily recommend her for any brand project!”
Alayne RooneyMarketing Consultant
Access complimentary articles each week that give you proven agile branding strategies for growing a very profitable business using big-brand know-how so you can build a highly visible, credible, trustworthy and much loved, standout brand.
Free Bonus Gift “Top 20 Rebranding Mistakes to Avoid and 13 Key Questions To Ask Before You Start”
Persona Branding & Design Consultants Contact: Lorraine Carter
We’re using cookies on our site to ensure you get the best experience and service. Feel free to continue to use the site if you're happy with this, or find out more about how to manage cookies by clicking read more.Got It!RejectRead More