Client: BluCatch
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 BRIEF:
Design all the communication for BluCatch sales and marketing. 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.
THE SOLUTION:
Strategic Storytelling: With only a pre-registered name of an abandoned startup, I help redesign BluCatch during the pandemic with ‘People, Planet and Profit’ at its core. 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.
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
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.
