King Oscar has been the royal seal of approval on some of the best quality fish in the world for over 100 years. The brands product portfolio contained over 170 skus spanning 12 diverse global markets. Due in part to its broad distribution and diversification the brands visual identity had become disjointed and confused. With an inconsistent brand architecture the ranges had become hard to navigate and it had become increasingly difficult to add new products to the range whilst maintaining brand consistency.

Having become increasingly obscure over time the redesign brought the much loved King back centre stage to become a proud and iconic endorsement of the brands high standards of quality. The logotype was carefully crafted to re-establish its authority and ensure it could stand out on multiple pack formats. And a pack architecture was devised to accommodate the broad range of product types while maintaining the brands key visual equities.

Finally a comprehensive set of brand guidelines were created to facilitate consistency in the global roll out, and standards were set for brand communication across all marketing activity.