Imitation is the sincerest form of flattery. Three decades ago, SeaChange Seafoods invented a smoked salmon specifically packaged for travellers. A horde of discount imitators soon crowded the category. SeaChange needed to position itself away from the discount brands and asked Carter Hales to execute a rebrand. Upon completion, we applied the new brand to packaging, POP, an e-commerce website, online advertising and extensive collateral. (The Haida illustration was created by Don Yeoman prior to our involvement).