Background
In their latest guidelines, the USDA encourages Americans to more than double their fish consumption to improve their health. At a time when ocean resources are already dangerously depleted, the recommendation to eat more fish presents a significant challenge. While aquaculture has increasingly provided fish to satisfy the world's growing appetite, the practices currently used to farm fish have yielded negative environmental effects such as depletion of natural resources, overcrowding, and disease.
In order to provide an answer to problems in aquaculture at a scale that creates meaningful change, we need creative new thinking, solutions, and partnerships. One such partnership is between Chile's largest producer of Atlantic salmon, AquaChile, and DuPont. AquaChile has continuously improved farming processes to maintain healthy fish and a healthy environment, while DuPont has developed a way to retain the omega-3 nutritional value of salmon while reducing the amount of wild-caught fish required in the salmon's diet by 75%.
Solution
The partners came to us for help with brand creation and a compelling way to tell their story. We first established a platform inspired by musical harmony—maintaining a carefully orchestrated balance between salmon, the environment, and human needs. The name we created—Verlasso—evokes both the idea of harmony and the fish's Chilean origins, being a hybrid of the Spanish word for truth, "verdad," "Panthalassa" (the original super ocean), and "archipelago." A stylized hand-drawn fish symbol serves as the logo and the hero of the brand's story. The identity is brought to life by a vibrant color palette and simple infographics that make the brand's story accessible while conveying a modern, progressive personality.
To establish Verlasso's credibility with industry experts, retailers, and consumers, we developed communications pieces whose level of detail acknowledges each audience's interest. A phased approach to Verlasso's website ensured online communications kept pace with PR efforts. The site also provides the means by which the brand can build a community of participants.
Additional print collateral helps educate Verlasso's various stakeholders and extend the brand's influence. And a compelling two-minute web video, which tells the story of fish farming and heralds a new era of aquaculture led by Verlasso, is the brand's primary storytelling medium.
Results
The Verlasso brand launched in July of 2011 to much acclaim, and we are pleased to say that our client is happy with our work. We look forward to seeing how they continue to revolutionize the aquaculture industry, paving the way towards a healthier future for both people and the planet.
Competitive Audit
Category Analysis
Touchpoint Analysis
Brand Platform
Brand Story
Naming & Identity
Corporate Identity
Brand Identity System
Content Development
Environmental Design
Collateral Systems
Merchandise/Apparel
Web Design
Video Animation
Mechanical Production
Standards Development
Launch Plans
Brand Stewardship
