This project delves into a brand concept exploration centred around Salmon, leveraging its inherent characteristics to generate three visually captivating concepts. Rather than considering Salmon as a product, the focus lies in exploring its essence, attributes, and unique aspects. Through this exploration, three distinct concepts emerge: greatness, balance, and maternal love. These concepts aim to challenge existing perceptions of salmon, emphasizing its cultural and moral value. Following initial exploration, the concept of greatness has been selected for further development and application across various brand touchpoints. The concept portrayed salmon as a symbol of greatness in the journey of leaping upstream for reproduction via impactful visual and tone of voice, reshaping how audiences perceive this entity. Through strategic application, this concept will elevate the brand's identity and foster deeper connections with consumers, transcending the traditional understanding of salmon.
