When Southern Trading Australia needed to showcase their exclusive West Australian Crystal Crab, aka Snow Crab (Latin: Chaceon albus) to the global culinary market, they required a brand and digital presence that matched the premium quality of their sustainably sourced deep-sea delicacy. Given our past experience in delivering branding projects for high-end products, we immediately understood that this meant creating a digital experience that captured both the uniqueness of the product itself and Southern Trading Australia’s standing as Western Australia’s principal supplier of crystal crab. It was crucial to connect well with discerning chefs and gourmet food enthusiasts who demand both quality and transparency.

We commenced with a deep discovery period into the nuances of deep-sea crustaceans in domestic and international markets. Our exploration process covered competitor considerations, brand attributes, tone and style and spread across terroir, as well as geographical and lexical territories. We ultimately named the product ‘West Australian Crystal Crab’ to clearly identify its origin and to distinguish it from the generic ‘Snow Crab’ label used for several inferior species globally (e.g. Alaskan snow crab). This name also emphasises our role as the primary supplier of Chaceon albus in Western Australia.

After naming, we developed a custom brand identity centring around a custom type-driven logo with gold texturing directed at China as the primary market. We then explored various concepts for a website experience that presented the crystal crab product as the hero ingredient it truly is. The "Our Crab" page serves two purposes: to guide users through the deep-water (500m+) environment of the West Australian Crystal Crab and to showcase the range of other premium products supplied by Southern Trading Australia. Then we designed a digital experience to illuminate the Crystal Crab's pristine deep-sea habitat, its responsibly managed harvest, and its unparalleled, sweet flavour profile, establishing its status as the world's finest crab. The website features stunning product photography, educational content about the crab's habitat and harvesting process, and clear messaging around MSC certification and sustainability credentials.

The result is a one-of-a-kind digital platform befitting a culinary treasure such as the West Australian Crystal Crab. Through abyssal sea blue, gold accents, and compelling storytelling, the website communicates the product’s exclusivity, sustainability and superior quality. We are so proud to play our part in connecting Australia's finest deep-sea delicacy with the world’s most demanding culinary artists.