Challenge

Regal Springs, a premium Tilapia leader, faced major challenges despite high market share. Widespread negative perceptions of the Tilapia category hampered the market, while Regal Springs' reliance on private label (98% of business) left their own brand underleveraged and unseen in stores. Critically, their existing brand identity and packaging failed to differentiate them: they lacked visibility and appetite appeal on shelf, didn't effectively showcase superior quality from responsible farming, and couldn't command a premium price.

Strategy

Our strategy focused on elevating Regal Springs beyond its private label shadow and countering negative category perceptions through clear differentiation. The core approach involved a comprehensive brand evolution: developing a modern, premium visual identity and a cohesive packaging system designed for maximum shelf impact and appetite appeal. We established a clear messaging hierarchy to communicate key advantages (like superior quality and responsible farming) and designed the system for enhanced shopability and future product line expansion, ultimately aiming to boost brand recognition and support premium pricing.

Solution

The evolved Regal Springs identity features a modern, premium aesthetic that clearly signals quality. We developed a cohesive packaging system across the entire product line, strategically featuring illustrations of the pristine deep-water lake environments where the fish are raised. This core visual narrative—combined with a clean design structure and clear messaging hierarchy—highlights key differentiators like responsible farming and enhances shopability. To further boost desire, vibrant, expertly styled food photography was integrated, dramatically increasing appetite appeal. The flexibility of this system also allowed for adaptation into concepts for key retail partners, including Costco's Kirkland Signature private label. The resulting system unifies the product line on a distinctive, high-quality platform, ready for future growth and capable of commanding a premium position on shelf.

Results

The strategic brand evolution successfully repositioned Regal Springs in the premium Tilapia market. The distinctive, modernized identity and packaging system significantly boosted consumer recognition and appeal. Critically, the new design effectively communicates the brand's unique selling points—superior quality and responsible farming—driving stronger consumer engagement and purchase intent at the point of sale. Initial feedback from retail partners also indicated improved shelf presence and shopper interaction.