Corporación Blu
Branding a premium food product to compete in an international market.
Branding a premium food product to compete in an international market
Corporación Blu is a blue crab processing company based on the shores of Lake Maracaibo, Venezuela - the only region in the country where blue crab is caught and processed industrially, and one of three sources of the species in the entire American continent. Blue crab is Venezuela's top non-oil export to the United States, a premium product competing with suppliers from Indonesia, Vietnam and Mexico. Corporación Blu had the product and the quality, but their brand didn't reflect it - no consistent visual identity across digital and retail channels, nothing to differentiate them in a competitive export market where brand perception directly impacts buyer decisions.
A cohesive product branding system designed to position Corporación Blu as a premium player in the blue crab export market - visual content for digital channels that showcases product quality and sustainable fishing practices, plus retail materials that carry the same brand language to the physical shelf. One consistent visual identity, from screen to store, built to communicate premium quality at every touchpoint and compete credibly in an international market.
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