Rebranding a 124-year-old seafood company with a fresh, bold corporate identity.

WMH&I has created a new corporate brand positioning and identity for North American seafood company High Liner Foods (HLF), focused on a central tagline ‘Changing the way we see food’.

The new identity, by London-based branding agency WMH&I, launched this May with the aim of modernising the appearance and future outlook of the 124-year-old company with innovation at its core. Despite its century-old heritage, High Liner Foods maintains an ambitious, disruptive spirit, focused on bringing new ideas, sustainability practices and new processes to fuel growth. Building on High Liner Foods’ purpose of “Reimagining Seafood To Nourish Life”, the company is set to change the way we see food.

The WMH&I rebrand brings forward a bold graphic twist as the key element of the new look. It focuses on changing perceptions of High Liner Foods, highlighting its leadership and positive actions towards building an optimistic future for the seafood industry.

The new High Liner Foods logo was inspired from the previous logo’s waves , adding meaning and tapping into the brand name itself with an abstract ‘H’.

This graphic twist is central to HLF's new identity. It represents the change of perspective and signifies the active transformation HLF is spearheading in the food industry. It carries through to the typography, which has been given a characterful, modern spin with a modified typeface by Dalton Maag: The High Liner Sans font has exclusive usage for HLF.

The original colour palette has also been reimagined. Six sea-inspired immersive colours, dominated by blue hues and enhanced by complementary tones, from warm salmon to seabed white, take a deep-dive into the world of High Liner Foods, bringing a vibrant energy and unexpected twist on convention, which is rare in the underdeveloped seafood market.

The identity is enhanced by photography that presents HLF as the brand with fresh perspective, showing the category and world through new and dynamic viewpoints.

The full 360degree brand identity for High Liner Foods captures the humanity of the brand, its creative potential and optimistic future journey.

A new suite of assets for internal and external audiences have also been released , including the High Liner Foods corporate website, LinkedIn featuring a brand film by production company WhiteCoat, an internal employee campaign, collateral and an updated Fish Tank intranet site.

Anthony Rasetta, Chief Commercial Officer, adds “Guided by our purpose, Reimagining Seafood To Nourish Life, we believe there is enormous potential to inspire more seafood consumption. This new, modern, identity for High Liner Foods is representative of how we are looking at our business, our industry, and our category with a fresh perspective.”

Mark Nichols, Creative Director at WMH&I, “We have carefully crafted the feeling of transformation and progress into every detail of the identity, showcasing that High Liner Foods is changing the way we see food and as a result changing the way people see HLF.”