The Nuu-cha-nulth Seafood LP is a First Nation owned seafood enterprise that operates on Vancouver Island’s pristine West Coast. In 2015 they became majority shareholders in St. Jean’s Smokehouse and Cannery, giving them access to processing, sales, and marketing capacity. Their next step was to launch their own exclusive authentic aboriginal seafood line. This task was given to our good friends Hot Tomali Communications in Vancouver, who assembled a team to assess target markets, identify profitable products, and develop the brand identity. STUDEO Design were brought in to handle the graphic language and branding under the direction of Hot Tomali Creative Director & Founder Thomas Stringham.

The Nuu-cha-nulth core values of sustainability, community, health and gratitude provide the foundation for taking care of ourselves, each other and the environment. This insight led to the chosen name Gratitude Seafood, giving thanks for what the earth provides and giving back. The logo takes its inspiration from the welcoming monument in Port Alberni, where the brand is based. The design includes out turned hands signifying gratitude and a whale tail motif to tie in the seafood element. The visual language and colour palette of the brand was inspired by local aboriginal artworks. A set of brand guidelines were developed ensuring the brand embodies the premium look, feel, and tone desired. STUDEO Design developed packaging designs for canned seafood, moodboards for brand photography, website concepts, and other brand assets. Gratitude Seafood’s visual presence is true to its roots in the Nuu-chah-nulth culture, whilst differentiating itself from other brands on the shelf that use aboriginal graphics.

Gratitude Seafood products have been rolled out to many grocery stores on British Columbia’s west coast, find out more information on gratitudeseafood.com