Branding a global market-leading producer of sustainably sourced Cod

Brand Identity

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

KIND embarked on a journey to create a brand that pays homage to the rich tapestry of the fishing heritage, craftsmanship, and sustainability intertwined with this delectable delicacy.

The name “Ode” is not merely a label but a heartfelt tribute to Cod—a homage to the coastal communities, the artistry involved, and the commitment to sustainable practices. In essence, it’s an “Ode to Excellence.”

“Ode” encapsulates the essence of the brand’s dedication and passion for quality. It serves as a beacon, a symbol of excellence that resonates from when the fish is harvested to its arrival at the consumer’s fork.

The tagline, “Ode to Excellence,” acts as a clarion call, signifying the brand’s unwavering commitment to delivering a product of unparalleled quality. It is a promise of excellence that echoes through every production stage, from the farm to fork.

Conceptual Framework: The choice of “Ode” as the brand name and incorporation of “Excellence” in the tagline reflects a profound dedication to honouring the fish and the entire ecosystem of craftsmanship, sustainability, and gastronomic pleasure.

Ode to the Global Wanderer
The cod, revered and trusted globally, is a healthy globetrotter that has shaped diverse food cultures and nourished countless mouths. Ode pays homage to this delicacy, nurtured in controlled environments based on sustainable principles, thriving in the crystal-clear waters of Norway—excellence in its purest form.

Ode to Excellence
The Ode brand is a symphony of excellence from farm to fork. With a clear white colour, super firm texture, and enriched purity and taste, Ode delivers fresh Norwegian-farmed cod of the highest quality daily throughout the year.

Ode to Community and Continuity
For over half a century, Norwegian fish farmers have toiled along the Atlantic coast, contributing to Norway’s prominence in modern aquaculture. With its all-Norwegian value chain, Ode pioneers a new chapter in aquaculture history, setting the standard as a producer of premium farmed cod. Working in harmony with nature, Ode’s sustainable practices ensure total traceability, optimal fish welfare, and a lower environmental impact.

Ode to Cuisine
Prized for its snow-white, pearlescent flesh and distinctive flavour, Atlantic cod has been a culinary favourite globally for centuries. Ode to Cod celebrates this fish’s enormous culinary appeal, offering versatility in preparation and a delicate flavour profile that can be enhanced with various herbs, spices, and complementary sauces.

Ode to the Cod’s Well-Being:
Ode ensures a stable supply of high-quality fresh cod with highly nutritious, firm-textured flesh. Our integrated value chain, localised along the Norwegian coast, allows us complete control from roe to finished fillet, ensuring a world-class product every day of the year. We go the extra mile to provide our fish with the best possible life, resulting in a fish that feels good and tastes exceptionally good.

Ode encapsulates more than a brand; it’s a celebration of the cod’s journey, the communities that nurture it, and the culinary experiences it inspires worldwide. This is not just a fish; it’s an ode to an extraordinary culinary legacy.

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