A brand consultancy creating
better brands through dialogue.

Reinvention Through Dialogue.

How do you command a premium price in a commodity market?

  • Market assessment & viability
  • Stakeholder insight
  • Brand strategy
  • Identity system design
  • Packaging design system
  • Structural packaging design
  • Promotional materials
  • Production

Skuna Bay Salmon, Grieg Seafood

Farmed salmon is traded as a commodity. The price is set on a daily basis and fresh whole salmon is often delivered to restaurants in plain white boxes.


By looking at the category and sales process in an entirely new way from start to finish we developed Skuna Bay, Vancouver Island Craft Raised Salmon. The brand now commands a premium price and stands apart from the rest of the market.

The Craft Raised Salmon

A rigourous and far reaching qualitative research process showed that in order to charge more for a commodity product, we had to prove to chefs that paying more was worth it.

Drawing on the passion, care, and expertise of Skuna Bay’s farmers, we created an entirely new way to sell premium farmed salmon: “craft raised.” We told the rich story of the pristine waters where the fish were raised, and created new environmentally friendly packaging boxes with hand-signed labels that listed locations and dates of harvest – all to better connect chefs with what they were buying and serving, while assuring them of the freshness and quality of Skuna Bay.

Skuna Bay now commands four times the price of other farmed salmon. Rebranding fish as a “craft” product has led to annual sales seeing a 200 times increase since our strategy launched in 2011.

That growth has allowed Skuna Bay to now be established as the preeminent premium salmon brand in North America.