Supreme Salmon Marine Harvest, the world’s largest producer of Atlantic salmon with 30% market share, turned to us for strategic, design and branding support in their entry into Asia. Project Brief Marine Harvest commissioned six leading agencies from around the world to pitch for the project, and settled on us for strategic, design and branding support. The challenge was to help educate Asian consumers about Western ways of eating Salmon, while at the same time making the new brand synonymous with this approach. Brand With the Target Audience defined as affluent young parents, the new brand identity needed to represent both a fresh and healthy product, while also conveying an idea of simplicity and modernity. Our idea for the logo came from matching the shape of people’s smiles to that of a jumping salmon. Store Placement Our strategy was to create a foothold in Asia by launching in Taiwan with a chain of six restaurants designed to increase brand awareness and educate the public about alternative ways of eating salmon. Supermarkets With the brand and restaurants firmly established, we then ensured Supreme Salmon’s products were featured in leading supermarkets across Taiwan.