Choungryong Fisheries is one of the largest fisheries companies in South Korea and has produced the best Jeju Island fish (red tile fish, mackerel, hairtail fish, to yellow croaker) for over 30 years. However, the brand name of its frozen fish products ‘Sugwipo Harubang’ was neither registered as a trademark, nor unique. The Bread and Butter recreated its brand name to ‘WHOLE FISH,’ with two slogans: ‘So Fresh, So Sure’/‘Simply Whole, Simply Healthy’.
“We tried to tell the story of WHOLE FISH in the symbol that shows what WHOLE FISH brand stands for, and what values WHOLE FISH delivers. Its visual identity was developed with a whole image of WHOLE FISH that combines four brand values; whole range (Jeju Fish: circle symbol) + whole fresh (from Jeju to our home: triangle symbol) + whole lifestyle(lifestyle-oriented products: rectangle symbol) + whole positioning (from frozen fish to ready-to-eat fish: infinity symbol). With WHOLE FISH brand, Choungryong Fisheries was able to build a strong brand equity, gain a brand competitive edge, secure brand presence in the retail and finally tell a unified its own brand story. WHOLE FISH was successfully launched in April, 2014, and now it is being exported to U.S. as well.”
