BRAND STRATEGY + CREATION + DESIGN
Summary:
High Liner Foods developed a premium positioning for its Sea Cuisine line in preparation for entry into Costco USA. The initiative focused on creating and pitching a series of elevated seafood concepts—Cauliflower-Crusted Cod, Ponzu-Glazed Cod, Furikake Crusted Cod, and Cheddar Biscuit Cod—designed to stand out as indulgent, restaurant-quality meals. Each product needed to be communicated not just as convenient, but as a luxurious experience worthy of a premium price point.
The creative direction emphasized sophistication, flavour, and visual appeal, with high-end photography and design that captured both the culinary innovation and the elevated positioning of the range. By combining a strong narrative of indulgence with striking visual storytelling, the work helped frame Sea Cuisine as a modern, premium choice that could capture the attention of Costco’s discerning shoppers.
