Scottish salmon firm John Ross Jr. launches new brand identity

Published on
May 7, 2019

Smoked salmon producer John Ross Jr. has introduced a new contemporary packaging design as part of its strategy to reposition its product range and entice more consumers into the category.

The first stage of the rebrand will see the new range hit shelves in the United Kingdom and overseas in planned phases throughout the third and fourth quarters of this year. Stage two, which will see a raft of new products, is expected to start in early 2020. 

Claiming that its black and gold packaging had been widely copied by other producers, the Aberdeenshire, Scotland, smokehouse has opted for what it has described as “a contemporary white design that includes a respectful nod to its Scottish heritage and regal associations with a saltire motif.”

“We’ve got a lot to thank our black and gold design for, which, along with our high-quality smoked salmon, has been behind decades of growth and positioned us as Scotland’s leading producer of luxury traditional smoked salmon,” said Victoria Leigh-Pearson, sales and marketing director at John Ross. “However, we can’t ignore the enormous opportunity staring right at us, which is to become a luxury international household fish brand. Honoring our heritage while evolving in a modern way was important to us, as was listening to consumers during the process. This striking new design will help us reach a wider demographic and the response to previews and consumer research has been overwhelmingly positive so far.”

John Ross enlisted the expertise of U.K. food branding agency Big Fish Design to help with its rebranding strategy.

The company will showcase its new brand identity and packaging at this year’s Seafood Expo Global in Brussels, Belgium, in Hall 9 at Stand #4217. 

Contributing Editor reporting from London, UK

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