The intrepid group of codfarmers behind Strøm wanted to launch their fish as an independent product. They came to us needing a unified identity and presentation that spoke to their dedication to quality.
We developed everything from their name to their positioning. To better understand how to present Strøm to the public, we worked closely with chefs and food experts to learn more about the benefits of cod. We also spoke with customers, seafood merchants and storeowners to find out what defined quality to them. The best cod was pure white, odorless and as cold as possible. The purer and cleaner it looked, the better it would come to taste. It turned out many people wanted to eat more cod but had no idea how to cook it, and like many fish lovers, they were weary about how to remove bones and prepare the fish for cooking.
We partnered with top Norwegian chef Terje Næss to develop recipes for the Strøm website and booklets. The recipes aimed to take the mystery out of cod and cooking fish in general with clear photos and instructions. The recipes also demonstrated one of the best selling points of cod, in that it is incredibly adaptable to any cooking style and flavor.
The metallic grey and white color scheme we used for the packaging and in-store displays brought Strøm’s color to the forefront. The quality of the bare white fish was visible, and a sticker on the back of the packaging gave clear instructions on how to prepare the fish for cooking, along with links to useful recipes. Back loin packages were great for preparing simple dinners, while the smaller belly loin packages allowed for smaller portions for finger food or children’s dinners.
Restaurants testify to the brand’s quality by offering Strøm instead of ”cod” on their menus. Strøm achieved a great position in the market and a name synonymous with great-tasting, high-quality fish.