Albany Herring is a research project supported by Curtin University, undertaking a real-world trial in commercialising Australian Herring caught in Albany, Western Australia and selling for retail and wholesale consumption (previously just commercially as bait). It is a unique product that is abundant in numbers, with a long-nostalgic history with families across Australia caught hobby-fishing.

OKMG were approached to deliver a complete naming, brand identity, product packaging concepts and website design & development, to craft and share their authentic Great Southern fishing story. OKMG went beyond simple rebranding and developed a richly layered brand ecosystem beginning with strategic naming and brand identity creation for both Captain Redbeard’s Great Southern Fishery and the consumer-facing 'Albany Herring' product brand. 

We delved into the inspiring (based on a true-ish story) narrative of Captain Redbeard, the Swedish adventurer whose maritime legacy became the basis for Albany's fishing heritage, then brought this story to life through distinctive visual identity and packaging design. The integrated Captain Redbeard story creates a background for the Albany Herring product and the packaging design ensures shelf impact in both wholesale and retail environments. We also produced a video with local footage of the catch process, to show their sustainable catch method (purse seine), circling the school with a giant net from shore, highlighting the care and community spirit in every catch.

The resulting website showcases the Albany Herring project and their commitment to sustainability and the nutritional benefits of this local Australian fish - “As fresh as the sea is wild.”