Lobster PEI

about

The Lobster Fishers of Prince Edward Island Marketing Board is a commodity board that represents the over 1200 independent lobster harvesters across the province. Prince Edward Island is Canada’s Food Island and lobster is a key product harvested in the province.

When we were first approached by the Marketing Board, the Board did not have a brand developed and requested help to promote Prince Edward Island Lobster.

scope

Logo design
Brand identity
Brand & Marketing collateral
Art Direction
Website design & Development

challenge

The Marketing Board needed a brand, logo, supporting creatives, branded merchandise and a trade show booth to support the generic marketing campaign for PEI lobster.

The objective was to establish the brand locally first and then push to markets outside of Prince Edward Island with the goal of increasing demand for premium Prince Edward Island lobster.

solution

Market research was undertaken to better understand the product and identify the unique selling points of the brand. With stakeholder consultation and research, a full brand identity, architecture and strategy were created. A multi-channel marketing strategy was developed which included a mix of promotions, partnership building and market intelligence-gathering activities.

Custom pattern conveying nautical themes and lobster fishing

Print collateral for how to cook lobster and contest called "Love our Lobster"

Branded Lobster PEI wooden cutting board

Public advertisement signage of a couple dining by the beach with lobster and wine. The ad reads "Special enough for any occasion. Easy enough for any holiday."

Lobster fisher on boat wearing a branded Lobster PEI black baseball hat.