Branding the world's most exclusive salmon

When seafood giant Lerøy decided it would overhaul its premium-plus salmon brand, Kind were charged with the task. A premium-plus product requires a premium-plus brand.

Branding / Visual Identity

  • Brief / Analysis
  • Strategic counseling
  • Concept development
  • Design
  • Implementation
  • Evaluation / Achievements

The land of the Northern Lights and the midnight sun is home to one of the world’s most exclusive products - Aurora Salmon.

When seafood giant Lerøy decided it would overhaul its premium-plus salmon brand, Kind was the branding agency of choice. A premium-plus product requires a premium-plus brand and Kind, with its track record of luxury branding success, was the natural choice.

Refined on nature's terms
Aurora Salmon is refined on nature’s terms - and nature never rushes. The deeply cold, clear polar waters in Northern Norway mean Aurora Salmon matures slowly, growing steadily fatter than other types of salmon. The long, cold winters and the long balmy summers give Aurora Salmon its unique character.

Lerøy pioneered the development of bespoke sushi and sashimi salmon for the Japanese market at its farms in Skjervøy, Troms. The cold, fresh environment ensures a unique product with a wonderful flavour, firm yet tender texture and deep orange colour - just the way the Japanese like it. Aurora Salmon has been sold to Japan since 2007 and has established itself as a prized salmon for the professional sushi and sashimi market. Lerøy naturally takes pride in the fact that its product will be eaten raw on the other side of the globe. It’s a role that the company also recognises brings significant responsibility.

Highly beneficial
Aurora Salmon is a rich, deep orange colour, with bright rainbow stripes. The fat content is high, and the texture of the meat is firm even as it melts in your mouth. The high content of Omega 3, antioxidants, vitamins and proteins are highly beneficial for health.

Only the best is good enough for Aurora Salmon. All farm localities are carefully selected to ensure optimal environment, oxygen level, water conditions, currents and water temperature.

Aurora Salmon is also the fastest airborne salmon to Japan. It takes only 36 hours for the product to ship from the packing station in northern Norway to Japan - ensuring a uniquely fresh, taste experience.

Yes, the visuals are stunning but it's the fact that they are rooted in such a deep understanding of our brand's essence, that's why the magic happens. This is the reason Kind is unique. They make feelings come to life and people are blown away.

Pål Erik M. Michelsen Brand & Marketing Director, Lerøy Seafood
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