Supreme Salmon
OVERVIEW
Bring Happiness Home!
Supreme Salmon is the Asian brand launched by Marine Harvest, the world’s largest salmon supplier, responsible for 70% of global salmon production with farms across Canada, Norway, and Chile.
When Marine Harvest entered the Asian market in 2013, it faced a major challenge: in much of Asia, salmon was still strongly associated with Japanese-style sashimi. The brand needed to reshape perceptions and create a whole new way for families to enjoy salmon—one that was fun, healthy, and stylish. The result? Supreme Salmon—a brand that captured the hearts of modern, health-conscious moms across the region. Bring Happiness Home!
WHAT WE Did
We began with deep market analysis and data interpretation to understand the broader economic landscape and salmon consumption trends. The findings revealed significant growth potential: while salmon made up 15.75% of global meat protein consumption, Asia accounted for only 4.5%—compared to 12.85% in Europe and 15% in the Americas.
Changing food culture and the rise of health-conscious, digitally connected younger generations presented an opportunity. With these insights, Marine Harvest launched Supreme Salmon, a new brand tailored to Asia’s evolving tastes. We developed a phased rollout strategy targeting diverse sales channels and regional markets.
WHAT CHANGES DID WE MAKE
Big Idea: Bring Happiness Home!
We broke away from traditional Asian perceptions of salmon by showcasing its versatility, nutritional value, and ease of preparation. The brand encouraged consumers to see salmon not just as raw fish, but as a centerpiece for simple, joyful, home-cooked meals.
By offering quick, flavorful recipe ideas and positioning salmon as a fun family-friendly food, Supreme Salmon quickly became a favorite among working moms and young homemakers—turning fresh salmon into a symbol of happiness at the dinner table.
Brand Identity: A Symbol of Delicious Joy
The identity system was built around happiness, health, and simplicity. The salmon’s dynamic curves were incorporated into a smiling visual form, blending emotional warmth with clean, modern design.
Visual Guidelines & Store Design Standards
To ensure consistency across retail channels, we established a comprehensive CIS (Corporate Identity System) covering all brand touchpoints—from standalone stores and shop-in-shops to food counters, cooking classrooms, and product displays.
This included detailed specs for:
Interior decor and material use
Signage design and proportions
Spatial flow and layout
Fixture combinations and display rules
All prototypes were physically tested and finalized for inclusion in the CIS manual to guide future expansion.
THE CHALLENGES
7 Global Branding Agencies Invited—Only One Idea Stood Out
Marine Harvest invited proposals from seven international brand consultancies. What set Gremlin Works apart was the powerful Big Idea:
“Bring Happiness Home!”
This concept, paired with the salmon’s lively curved silhouette and a perfectly integrated “smile,” created a visual identity that made people smile at first glance. Choosing Supreme Salmon wasn’t just about selecting a product—it became an emotional decision to bring happiness home, one delicious meal at a time.
