The Brief

Initially we were asked to re-design a logo... instead we came back asking the challenging questions which resulted in a look deep within the core of the business. Once understood, then we looked at how to commmunicate this with the world.

The Process

We initially focused on the environmental influences which set this brand apart from the competition. Textures, temperature, movement... flow! The logo evolved out of this. We then combined this with some astounding imagery and wrote the kind of copy which captures the imagination and refines the brand in the market place. This now flows through all their material - brochures, website, signage, packaging, shop fit out...

The Result

Once Mt Cook Salmon's core brand was established, they were able to move into additional supporting product ranges and a bespoke e-commerce website. These guys are now flying... their unique salmon is celebrated on the international market and they have bought out their neighbouring competition. They truly are Nature's Finest Tasting Salmon.

"The challenge to Fluid was to create a website that told our story in an aspirational and engaging way. It needed to be highly visual, with succinct, powerful storytelling. It also needed to be intuitive and customer friendly with an online shop component. Fluid did a fantastic job of bringing this to life. The really listened, pulled the right team together, and made the whole process; from briefing to content generation and build, very easy. The new website is delivering well, with fresh new content driving views and sales to customers in NZ and overseas."


Kathryn Bennett, Brand Manager, Mt Cook Alpine Salmon


Increase in Online Sales