Mitch’s Catch is built on the idea of “boat to table”, bringing the best of the northwest Pacific ocean’s tuna directly to your kitchen. Mitch’s Catch customers want to know exactly where their food comes from so they can make healthier, more informed choices that not only benefit their personal health, but the environment as well, because healthy fish requires a healthy ocean! Mitch’s Catch pride themselves on bringing the freshest, sashimi-grade Albacore Tuna straight to the Vancouver market.
In collaboration with Redshift Collective, we were brought on as the branding and digital agency to create the new visual brand identity and website for Mitch’s Catch.
Challenge and Opportunity
In North America, a premium food product needs to stand out amongst the competition and catch the attention of the primary target audience; 30 – 60 year-old foodies, who love to entertain and tell stories about what they’ve created.
During the launch of Mitch’s Catch, an unexpected challenge occurred: the Covid-19 pandemic. Releasing a new product during this time was daunting – especially under a new brand with a high-end price point. But like any good design problem to solve, there is opportunity on the other side. Consumers increasingly care about the importance and value of locally-sourced, sustainable food – and this feeling was amplified during the pandemic.
The focus of the brand identity was already about appealing to conscious foodies, so this was the brand opportunity. In order to bring the brand to the consumer during a time where people were staying home, an impactful website was crucial. For the website we wanted to capture the overall brand aesthetics through a visual experience, with a contemporary take on iconic fishing visuals.
We developed a visual brand identity for Mitch’s Catch that speaks to everything the brand prides itself on. It is deeply rooted in their philosophy of authenticity and quality. We were creatively inspired by the aesthetic of the West Coast and nature. The visual identity is rustic and hard-working, with an artisan design approach, while simultaneously being modern and bright. The design is premium while also exuding character and charm.
With the visual brand identity in place, a website to showcase the brand and enable sales was critical. The two goals for the website were 1) communicate the brand story of being “boat-to-table” seafood and 2) create a straightforward path to purchase. To tell the brand story, the play on the eccentric typographic harmony helps establish the brand personality and fisherman theme. The art direction of the photography is to show and communicate the authenticity of their products, from boat, to packaging, to table. For the path to purchase, an order form was inserted into the footer of the website for a simple ordering system to accommodate the customer.
The result? A website that acts as both a storytelling and sales tool.
Lifestyle Photography: Mitch’s Catch