From wholesaler to consumer brand

The Challenge

Falfish is an independently owned, family business established in 1979. It is the leading seafood processor in the south west and has built up strong long-term relationships with the local fishing fleet. The company places great emphasis on the quality of its fish and on the responsible management of fishery stocks.

Despite its excellent reputation within the industry, the company was operating as a wholesale and foodservice supplier only and had no consumer-facing brand. Bluestone360 were tasked with helping the company to develop a strategy that could take Falfish into the consumer market.


We conducted a gap analysis for Falfish which helped to identify the key commercial opportunities for the particular species of fish that the company supplies.

This also highlighted the price premium that they could command in the supermarkets, provided they could communicate the outstanding quality of their produce.

We also put forward recommendations on added-value recipes that Falfish could include within their consumer range, based on our knowledge of the capabilities of their processing plant.

Design solution

We carried out a Brand DNA process to identify the key values of the Falfish brand, at the core of which was the integrity of their processes and of the fish that they supply.

We created a distinctive consumer logo for the brand which would help it to stand out in a crowded market place, while also emphasising the premium quality of their fish.

We devised a new strapline for the brand to convey the authenticity of the business and its products: “Fish with Passion.”

All these elements were combined into a distinctive pack design approach, which brought to life the quality, flavour and foodiness of their locally-sourced fish, with clear communication of the varieties and their heritage. This successfully positioned Falfish as a premium brand with authentic credentials and provenance.

We worked alongside the Falfish team to create impactful retailer presentations to carry the brand message and commercial proposition to its target customers.

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