North Atlantic Seafood and its subsidiary, Bali Seafood International, have a bold vision for changing the global conversation of what sustainability and social responsibility need to look like to really work long term. After conducting a brand discovery study, Clement Creative repositioned the 30-year old business as the innovators who are re-imagining responsible seafood sourcing.

Their market-based, incentive-driven model revamps an erstwhile broken supply chain from the waters off Indonesia’s remote islands to the North American marketplace. The bold initiative is improving the lives of artisanal fishermen and their families, while promising transparent traceability from boat to plate.

The new website tells the company’s romantic, aspirational story to NGOs and buyers at blue chip American grocery retailers. A simple, artful infographic visualizes the re-imagined supply chain and succinctly explains its positive impacts on fisher families and sustainability efforts. The agency also gave its packaging a new look to stand out in retailers’ competitive frozen fish aisles.