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Surrender Salmon is a small business start-up owned and operated by a family of fishermen who fish wild Alaskan salmon each summer on their boat, The Surrender, and sell their catches directly to consumers. I designed the business brand from the bottom up, including the business name and brand archetypes.
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As a new company, Surrender Salmon needed a brand that could grow with the business. It was also crucial to the founder to incorporate educational components and the family’s fishing history to clearly build the brand story.
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The complete brand identity features marine coloring and crisp fonts inspired by the ocean and incorporates family photography to invite consumers into the Surrender Salmon experience. Since the brand’s establishment in 2016, Surrender Salmon is being sold in regional grocery stores and farmer’s market locations across the Twin Cities and is now expanding to nationwide shipping in the United States.
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Brand Development. Brand Strategy. Archetypes. Website Development. E-Commerce.
Design and Brand Strategy
Josh Stock
