SEAWISE
NOT JUST ANOTHER PACKAGING SYSTEM
Seawise Innovative Packaging is a Campbell River, BC-based manufacturer producing sustainable cold-chain packaging alternatives to Styrofoam and wax-coated boxes. Founded by veterans of the seafood processing industry, they build products shaped by the problems they have lived firsthand. After a year of working together, the moment came when Seawise knew the brand needed a serious refresh and expansion. We kept what was working, fixed what was not, and built the system it had always needed around it
Seawise came to us with a brand that had been assembled, not designed. The visual elements existed, but there was no strategy underneath them. Their colour palette used hues at the same saturation level, so combinations that looked cohesive on paper failed accessibility standards in practice. With no defined audience or consistent messaging, the brand read as a startup.
Seawise is not a typical startup. The founders bring decades of direct experience in seafood processing and fishing, and that depth is their competitive advantage. As they began investing seriously in trade shows like Seafood Expo North America, a brand that hid it was no longer an option.
The new brand is built on the territory Seawise actually owns: deep roots in seafood and fishing. The visual language draws from that world, from a palette named Deep Sea, Foam, Tidal and Algae to graphic elements pulled from coastal and marine environments. It is also broad enough to stretch into adjacent sectors like meal delivery and life sciences.
The new colour architecture fixes the accessibility problems, with clear primary, secondary and highlight tiers that hold contrast across every application. The redesigned website gives their products a proper platform, with industry-specific use cases and a structure built for both conversion and search. From the trade show booth to digital collateral, everything now comes from one system. Nothing gets made up at the last minute anymore.
Website traffic has more than doubled since launch. Organic search is up significantly, direct traffic has grown even faster and contact form submissions have risen across the board.
Seawise has now attended Seafood Expo North America twice under the new brand, and people remember them. The booth holds attention and the materials leave with visitors. Their own sales and networking work has built a waitlist of prospective clients, backed by a brand that finally matches the conversation they are having in the room.
We continue to work with Seawise, extending the system as the business grows into new markets. For a company that has always known its industry better than anyone, the brand finally says so.
INDUSTRY
Manufacturing: Sustainable cold-chain packaging
SERVICES
Rebrand
Brand Strategy
Creative Direction
Product Line Brand Design
Website Design
Branded Marketing Material
Trade Show Design
Digital Asset Creation
Smart, tailored, exceptional cold chain packaging systems.
BEFORE & AFTER
Before: A functional but unstrategic visual identity with no clear audience, mismatched colour contrasts, and a startup register that undersold decades of industry expertise.
After: A fully resolved brand system rooted in Seawise's seafood industry origins, built for accessibility and scalability, applied consistently across web, trade show, print, and digital.
We started with a deep-dive discovery into the industry, competitors, customers and the business itself. Because of our existing working relationship, we moved quickly into strategy, defining what Seawise needed to communicate and to whom.
A creative direction document set the principles for every decision that followed. We then presented three distinct visual directions, a signature part of how we work. Concrete options stop clients describing what they think they want and start them responding to what resonates. Seawise drew elements from several boards, and we refined from there.
Brand development covered the full visual identity, an accessible colour architecture, typography, graphic elements, icons and infographics. We also redesigned the website and created all print and digital collateral, including trade show assets and booth design. Verbal identity was developed alongside the Seawise team so the visuals and messaging speak the same language.
1. Discovery and brand audit
2. Competitive research
3. Creative direction document
4. Mood board presentation
5. Collaborative direction alignment
6. Full visual identity system build
7. Website redesign and collateral design
8. Trade show asset design