Blueyou – A sustainably delicious rebrand

After 20 years of championing sustainable seafood practices around the world, Blueyou, a pioneering Swiss seafood company, sought to enhance its global image and launch a whole range of seafood products. We were tasked with reshaping their identity and brand narrative to appeal to consumers and business audiences alike.

Despite being trailblazers of responsible seafood production for two decades, Blueyou’s consumer identity was largely unexplored territory. They approached us with a challenge: How could they channel their genuine commitment to responsible seafood to form a distinct brand identity?

An immersive process

Our deep-dive into the real-world challenges of the category began with a series of qualitative interviews, where we heard from diverse voices including global seafood procurement teams at leading hotel chains, Michelin-star chefs, and on-ground sales teams.

The consensus was clear: For the conscious consumer, the narrative of responsible seafood goes hand-in-hand with great dining experiences. One cannot work without the other. For Blueyou to stand out from the pack (and on the pack) they needed to marry their impact on the planet with their experience on the plate.

Positioned with purpose

In collaboration with the core Blueyou leadership team, we articulated the brand’s positioning, centred around a message that’s as profound as it is simple: “Serving the Ocean”. This mantra not only spoke of Blueyou’s commitment to marine conservation and thriving coastal communities, but also to the culinary excellence that their products offer.

Designed with taste

Rather than follow the usual codes of sustainable brands, we dove deeper into the world of Blueyou to highlight their deep respect for aquatic life, the role of seafood in shaping ecological progress and how responsible production practices lead to better quality seafood. And most importantly, to represent the brave and rebellious spirit that has driven the organisation for the past 20 years.

Our design approach, codenamed ‘Fascinocean’, aimed to capture this spirit. We crafted a visual identity with over 50 unique product designs and packaging formats, each telling a story of marine love, diversity, and ecological mindfulness. Through bold hues, playful illustrations and fresh typography, we ensured that Blueyou stood out in a sea of uniformity.

An ocean of touchpoints

Extending the identity across touchpoints, we redesigned a comprehensive suite of business materials, to empower Blueyou to effectively communicate their mission across diverse channels. This included their website, sales tools, event collateral, food show presentations, merchandise, social media formats, and B2B marketing assets. To bring more structure to the wide variety of Blueyou products, we also implemented a strategic portfolio management process into their designs, streamlining Blueyou’s offerings for distinct B2B and B2C audiences.

“Everybody is REALLY happy with the results, and we are confident that Blueyou is now on track towards achieving our vision. Its great to see our team embracing the work of FOUNDRY, identifying themselves with the brand and being proud and happy to be part of it. I am sure, our customers will follow suit and indeed, we will start a movement to eat for change!”

Rene Benguerel,
Founder, Owner and Managing Director
Blueyou