Gratitude Seafood is part of Nuu-chah-nulth Seafoods, a First Nation owned seafood enterprise on Vancouver Island's West Coast, and the brand needed to put the Indigenous-owned story front and center across packaging, sales collateral, and digital presence. Most seafood brands in the retail aisle compete on freshness imagery and coastal aesthetics. Gratitude needed to compete on something more specific: ownership, heritage, and the relationship between the people who fish and the people who eat.
Anchored In Ownership
We anchored the brand in Nuu-chah-nulth ownership and values, treating the Indigenous-owned story as the primary message rather than a sub-claim. Every brand decision flows from this position: the name, the visual language, the copy voice, the photography direction.
A Monument As The Mark
The identity is grounded in the open-hand welcoming monument in Port Alberni, which signals welcome, gratitude, and connection in a way that's specific to Nuu-chah-nulth culture rather than generic to the West Coast. The mark becomes a meaningful reference rather than a stylistic choice.
A Complete System
We built a complete system spanning packaging across the salmon range, brand guidelines, sales collateral, a Z-fold direct mailer, and a responsive website. Every touchpoint reinforces the same core story, building recognition that compounds across retail, foodservice, and direct-to-consumer channels.
