Sustainable product brand: Wintershine, Be part of the solution

Wintershine

Teaming up with nature for sustainable solutions

Country

2019

Opportunity: Wintershine sought to translate its sustainable aquaculture expertise into a consumer-facing proposition. Using technology and closed-loop systems to minimise waste and produce responsibly farmed fish, the opportunity was to articulate its wider offer while creating its first sustainable product brand.

Insights: Tangible identified that sustainability needed to feel tangible and relevant to consumers, rather than technical or abstract. This informed a proposition that invited chefs and customers to participate in the solution by choosing fresh, locally and responsibly farmed seafood.

Results: Tangible created BluCurrent, including its name, identity and packaging, positioning chefs as advocates for more sustainable food choices. The wider Wintershine system was supported by shared values, a flexible visual identity and a new website. BluCurrent remains an active product brand offering grouper, red snapper and barramundi from a 3,000-square-metre smart offshore farm using recirculating aquaculture, automation and artificial intelligence.

Marketing & Communications

Tangible developed a graphic system that can be adapted by all Wintershine’s subsidiaries or product brands and applied across a broad range of communication collaterals. The flexible mosaic system was inspired by Wintershine’s personality to focus on the bigger picture. Tangible then developed a new website and content for Wintershine.

People & Culture

Wintershine’s brand values of; Principled, Holistic and Entrepreneurial are intended to shape the culture of the organisation.

Products & Services

Tangible developed Wintershine’s first product brand; BluCurrent. BluCurrent is a fresh fish brand targeting chefs predominantly from Hotels and fine dining restaurants. Because the fish are grown using closed-loop farming practices they are under less stress and as a result taste better. Tangible developed the name identity and packaging designs for the new brand that celebrated chefs as the products champions for sustainable products.