Ocean Choice International (OCI) on Thursday launched a new corporate brand focusing on the company’s three pillars: customer service, product quality and sustainability. The new brand, logo, tagline (“See food differently”) and website aim to raise awareness of the company, its products and sustainable fishing practices.
The new look of the brand positions seafood in a way that allows customers to see the texture, color and detail of the company’s products. It also helps focus on OCI’s sustainability pillar. Three of the company’s major fisheries have earned Marine Stewardship Council certification, and the company is working to have all its products certified by 2013.
The brand also positions OCI for the future as one of Canada’s largest seafood quota holders.
“Our new brand aligns with our business strategy for current and long-term success. The fresh design echoes our commitment to sustainability, innovation and leadership and gives our customers a sense of our premium seafood products and our commitment to meaningful business relationships,” said OCI CEO Martin Sullivan. “As we see recovery of several key species, OCI, as a vertically integrated seafood company, will evolve and grow. Our customers recognize our three pillars — service, quality and sustainability — as features that set good suppliers apart. Our new positioning supports our differences and leadership.”
The new brand will be on display at the International Boston Seafood Show from 20 to 22 March.
