![](https://cdn.myportfolio.com/b322c98867e0b33e544d805a1b5b10d8/ae9578cf-0494-43dd-9c1a-1be3e44aade0_rw_1920.jpg?h=dce00d14b2f4f1d55fa7ebe9269fef31)
As the largest global producer of salmon and premium-cut fish production, MARINE HARVEST decided to turn their premium product
off-cuts into a hearty stock and soup range that would break through the already negative association on shelf.
This creative direction leverages the Scandinavian roots of the brand, while focusing on a playful tonality to help differentiate from the already unpopular lunchtime fish category.
off-cuts into a hearty stock and soup range that would break through the already negative association on shelf.
This creative direction leverages the Scandinavian roots of the brand, while focusing on a playful tonality to help differentiate from the already unpopular lunchtime fish category.
![](https://cdn.myportfolio.com/b322c98867e0b33e544d805a1b5b10d8/f3198533-cb45-4911-90ed-2bc8380dec75_rw_1920.jpg?h=82061fc12856d53318d09a714dee3603)
The following concepts were the initial stages of work and not the final approved creative
![](https://cdn.myportfolio.com/b322c98867e0b33e544d805a1b5b10d8/b630a707-587f-4d6e-941c-9c2795fe4eee_rw_1920.jpg?h=c308acbf7101080361264a7f99ee93c6)
![](https://cdn.myportfolio.com/b322c98867e0b33e544d805a1b5b10d8/2a1b06cd-b775-4771-8fac-83089439e46b_rw_1920.png?h=3c41f50a201889811261994bfba21aff)
Second Round of Creative
![](https://cdn.myportfolio.com/b322c98867e0b33e544d805a1b5b10d8/055a7343-a946-4e48-95a9-1a115ccdfc0d_rw_1920.jpg?h=ed7f073e082e20362247dc195840a50a)
![](https://cdn.myportfolio.com/b322c98867e0b33e544d805a1b5b10d8/ad1d2923-824a-4388-a06b-a575418f8d45_rw_1920.jpg?h=63c02ae319d105c9abe57f20dfdd39b8)
![](https://cdn.myportfolio.com/b322c98867e0b33e544d805a1b5b10d8/07f2dc7b-eacf-48cb-b18e-c5a53b1c3849_rw_1920.png?h=89ac52a8f6ea12e2f17e6cbf396a5073)