ROLE: Brand Strategy, Visual Identity & Communication Design
CLIENT: BluCatch + OFish
BluCatch started in 2017 as a simple direct seafood supply service that sold seafood straight from the fishing community (Koli/Nakhawa) in Mumbai, India to end consumers. Starting in March 2020, amid a global pandemic and national lockdown that exacerbated the failings of our infrastructure and governance, BluCatch began reinventing itself. BluCatch partnered with Ofish to build a sustainable and traceable seafood supply chain that benefits the environment, the fishing community, and the consumers. Read their story here.
THE CHALLENGE:
BluCatch began as a direct seafood supply service connecting Mumbai's Koli fishing community to consumers. During the COVID-19 lockdown in 2020, it needed to reinvent itself entirely, building a new brand identity from scratch that could hold a more complex story: sustainable seafood, community equity, and supply chain traceability. The communication strategy needed to raise awareness of their fresh seafood delivery service, integrate its new core values, and bridge the supply-chain gap during the COVID lockdown.
WHAT I DID:
Strategic Storytelling: I Joined the team at a moment of crisis and opportunity. Working from only a pre-registered name, I co-developed the brand's founding values — People, Planet, Profit — and built a complete visual identity from the ground up. Sustainability through seafood traceability and the respect for traditional coastal communities’ relationship to the sea guided the development of all the creatives.
The design language was drawn from the patterns and forms found beneath the sea, grounding the brand in the coastal world it sought to protect.
Brand Development and Design: From creating ad hoc social media posts to bridging the urgent supply and demand gap, my role grew to one where I carefully crafted a complete brand identity that included:
Logo and tagline
Visual language
Vision and mission statements
Core values
Social media campaigns
The outcome:
A brand that could carry BluCatch's transformation from a simple delivery service to a values-led business at the intersection of food systems, coastal community rights, and sustainability, during one of the most disruptive periods in recent history.
Launch announcement of BluCatch logo and tagline
BluCatch visual design elements were inspired by the beautiful patterns and designs found under the sea.
Strategic Storytelling: I worked with the team to develop core values that laid the foundation for developing all new branding and marketing communications. Sustainability through seafood traceability and the respect for traditional coastal communities’ relationship to the sea guided the development of all the creatives.
