Wild Ocean Fish


Wild Ocean Fish

Brand identity and package design for W!LD Ocean Fish

Marine biologist turned entrepreneur, Zac Semeniuk’s Vancouver-based line of wild Ocean Wise frozen fish needed the right branding and package design to convey his personal passion for fish freshness, ocean sustainability and fair trade.

Brand Naming

We began with the name strategy that would “catch” the attention of shoppers. W!ld was straightforward and obvious, which is what we were aiming for. From there we decided on how people could relate to the idea of “Fresh, wild, authentic” and we found that people tend to think about buying fresh fish rolled up in a newspaper, so the text background for each unit of W!ld resembles the newsprint used to wrap fish at a typical west coast fish market.

Brand Identity & Package Design

Rachelle’s design of the handwritten W!ld logo takes a cue from how fisherman use black markers to scrawl a fish’s type and price across the makeshift wrapping paper.

Shortly after the product launch in September 2011, the brand and products created quite the stir in the marketplace, was featured in DesignEdge magazine and the distribution quickly went nationwide.


Branding, Graphic Design, Package Design, Website Design