Improving Everyday Choices

An identification system for sustainably produced seafood.


CLIENT
McAllister Research & David Suzuki Foundation

WORK
Branding, Communications strategy

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WHAT IT IS

SeaChoice is Canada's most comprehensive sustainable seafood program. In 2006, David Suzuki Foundation partnered with four internationally respected Canadian conservation organizations to form the program that aims to help Canadians take an active role in supporting sustainable fisheries and aquaculture at all levels of the seafood supply chain.

 

THE CHALLENGE 

In order to strengthen SeaChoice's position among three other well-known eco-choice marks, David Suzuki Foundation tasked McAllister research and myself to produce a refresh of the original mark and a new brand system to increase recognition and make it easier for consumers to make responsible food choices. 

 

MY ROLE

I co-crafted the core message "Safe, Healthy, Ecological" and designed the corresponding visuals. Consideration was given to how to appeal to the demographic who are the main decision makers on family grocery purchases - in this case mainly mothers. I produced all visuals and collateral - including a comprehensive guide to all species that were covered under the Seachoice system.


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