NWFC
Market research and CustDev interviews — focus groups, brand platform, naming, visual identity, go-to-market strategy
Client Challenge
North West Fishing Consortium (NWFC), a major supplier of red king crab and bottom fish (haddock, pollock, halibut), set out to expand into China and the Middle East. The client needed a clear go-to-market roadmap grounded in regional demand specifics — and a full rebranding that would modernize the company without losing the legacy and recognition of its original 1993 logo.
Our Approach
Market Strategy
We conducted comprehensive research across consumer and HoReCa segments, analyzing consumption habits, import dynamics, and competitive pricing.
Based on these insights, we developed a detailed go-to-market strategy for both regions — identifying priority provinces and cities, potential distributors, pricing policy, and the most effective promotional channels for each market.
Branding & Creative
One of the key challenges was to preserve the well-known 1993 logo while building a modern identity around it.
We turned this constraint into an advantage by creating a system of multi-layered graphic patterns inspired by NWFC’s core product — red king crab.
Each pattern carried several meanings at once:
We developed a complete brand book, packaging, souvenirs, and exhibition materials — creating a cohesive identity capable of competing on international markets.
We conducted comprehensive research across consumer and HoReCa segments, analyzing consumption habits, import dynamics, and competitive pricing.
Based on these insights, we developed a detailed go-to-market strategy for both regions — identifying priority provinces and cities, potential distributors, pricing policy, and the most effective promotional channels for each market.
Branding & Creative
One of the key challenges was to preserve the well-known 1993 logo while building a modern identity around it.
We turned this constraint into an advantage by creating a system of multi-layered graphic patterns inspired by NWFC’s core product — red king crab.
Each pattern carried several meanings at once:
- Crab claws, referencing the company’s main business;
- The letter N, symbolizing North West Fishing Consortium;
- A compass-like shape pointing northwest, reinforcing the brand’s origin and heritage.
We developed a complete brand book, packaging, souvenirs, and exhibition materials — creating a cohesive identity capable of competing on international markets.
Results
- Successful B2B and B2C launch in China, with strong traction in both retail and HoReCa segments.
- Established B2B presence in the UAE, securing strategic partners and building stable market distribution.
- A revitalized, modern brand identity that honours the original logo while giving NWFC a fresh international presence.
- A scalable growth strategy powered by deep market insight and a unified branding ecosystem.
Creative Team
Art Direction
Motion Design
Creative Direction
Design
and others
Elia Gavriluyk
Alexey Smirnov
Roman Kamin
Anna Rozhkova