Bay Packers
He huahua te kai! E he te wai!
Preserved birds are the best! Ah no, water is!
This whakataukī highlights the significance of water and its resources, including seafood, as a source of sustenance for generations.
Bay Packers, a trusted seafood and fish wholesaler, sought a brand refresh to modernise its identity while staying true to its legacy. The goal was to refine the brand’s look and feel—enhancing its visual impact, reinforcing its values of quality and reliability, and ensuring it resonated with both long-standing and new customers.
Brand Identity
Graphic Design
Photography & Videography
A bold, contemporary typeface was chosen to strengthen the brand’s presence, with dynamic letter positioning reflecting efficiency and movement. The logo combines key elements that define Bay Packers: The Box, symbolising quality, reliability, and streamlined operations; The Kahawai, a culturally significant fish representing strength and a unique connection to local waters; and a vibrant orange, embodying Tangata—the passion and dedication of the team in delivering an exceptional kaimoana experience.
The refreshed brand identity strengthens Bay Packers’ market presence, balancing tradition with modernity. It captures the essence of their mahi—delivering high-quality seafood with efficiency and care—while creating a strong and memorable visual identity for the future.
