The main idea of the campaign is to break established stereotypes about fish. Borealis does this in a new, unexpected way, challenging not only stereotypes but also the familiar cliches of the entire category.
The “fish category” usually means: rugged fishermen, trawlers against iceberg backdrops, obligatory seagull cries, happy stock-photo families in kitchens, absurd humor, and close-ups of fish.
The “fish category” usually means: rugged fishermen, trawlers against iceberg backdrops, obligatory seagull cries, happy stock-photo families in kitchens, absurd humor, and close-ups of fish.
BOREALIS
FISH TALKS
Our task from the start was to differentiate the brand from these visual codes. That’s why, when developing the idea, we built on the brand’s visual identity — clean and minimalist. This led us to a fashion-inspired style, which both complements
the identity and helps the brand stand out.
the identity and helps the brand stand out.
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