Creating the first branded lobster in China
Creating a consumer retail brand for a premium lobster producer with 20 years of wholesale China experience.
Brolos, a Western Australian rock lobster company, had been successfully exporting lobsters to China since the early 1990s. With consumers in China indulging more in premium seafood at home, Brolos decided now was a good time to develop an entirely new branded lobster for consumers to be sold in traditional retail stores and online.
In order to develop a well-informed brand strategy for China, we decided to review the macro environment to determine what types of brand strategies and marketing approaches might just work in China for a lobster. We then undertook several months of work of profiling target consumers and understanding the lobster-eating occasions to develop an optimal brand proposition that would resonate with consumers.
We wrote a series of new brand concepts that were tested in three different regions to determine where and how we could activate this brand in China.
We went above and beyond just a complete brand strategy for our client. Since delivering our strategy work we have also provided a brand book, logo design, brand story, executional elements for a ribbon-cutting ceremony, provided input into their latest video script and storyboard and more recently designed a brand brochure and packaging design that would work for Chinese consumers when ordering their lobsters online.