Star One Sardines
From wild shark bay.
Challenge:
In 2023, we were tasked with developing the core branding and packaging for Star One and its inaugural line of canned sardines. The primary objective was to disrupt a notoriously traditional category. We aimed to create a visual identity that stood out from the bland and lacklustre aesthetics of established competitors, while specifically appealing to a younger, design-conscious demographic.
The Outcome:
The result is a distinctive brand that carves out its own space in the market. By balancing bold, modern graphics with a nod to the product's heritage, we created a visual system that feels both fresh and authentic. This identity provides Star One with ample room for future growth across various product categories, ensuring the brand remains scalable while staying firmly rooted in its original vision.
Concept Project: This is personal work created for a fictional brand to demonstrate specific design capabilities and creative exploration.
Strategy & Approach
Discovery & Strategy.
During a one-day facilitated session, we collaborated with Star One to identify the core challenges facing the company as they prepared for a global launch. We prioritised the business goals alongside customer needs, uncovering the strategic requirements for a brand entering a competitive international market.
Defining the Brand.
Through a series of collaborative exercises, we extracted and refined the brand's key pillars. This process was essential in defining the brand’s personality establishing a clear framework for its visual and verbal identity. We solidified the brand’s positioning and developed a detailed target customer profile to ensure every touchpoint resonates with the intended audience.
At Made by Campfire, we design brands with a rigorous focus on the end consumer. By placing the customer at the core of our development process, we ensured Star One has a robust, strategic foundation for its 2022 marketing roadmap and beyond.
“We want to share the best Australian sardines with the USA and the world.”
Brand Design
As a new market entrant launching in 2023, Star One required a sophisticated brand architecture capable of housing a diverse range of future products. Our primary task was to develop a "master brand" identity for Star One, alongside a specific sub-brand for their inaugural line of Australian sardines.
We engineered a design relationship where the core Star One mark acts as a premium seal of quality, ensuring it remains versatile enough to pair seamlessly with various sub-products and future design iterations. This allows the master brand to maintain its integrity while the sub-brands take on their own specific category characteristics.
Outcome
The result is a contemporary logo system that is built for rapid expansion. By stepping away from the bland and dated aesthetics of traditional seafood packaging, we developed a visual language that feels young, fresh, and energetic. This distinct positioning effectively separates Star One from its competitors, providing a bold, modern face for Australian exports on the global stage.
Result:
A distinctive brand that sets itself apart from competitors.
You focus on your company.
We make it happen.
Before you go!
If you're in need of graphic design services for your business, Made by Campfire can help. We offer a full range of design services, including logo design, branding, business cards, posters, and flyers. Our team can work with you to create a cohesive brand identity that will resonate with your target audience. We also offer flexible payment plans that allow you to choose the amount and frequency of payments that best suit your needs.
Fire up the dial-up and let’s work together: andrew@madebycampfire.com
