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 our design agency to execute a rebrand. Upon completion, Carter Hales applied the new brand to packaging, POP, an e-commerce website, online advertising, and extensive collateral. (The salmon illustration was created by Haida artist Don Yeoman prior to our involvement).