Wild West Octopus

Fins Seafood needed a compelling brand identity for their octopus product sustainably harvested from the pristine waters off Western Australia’s coast. OKMG then drew creative direction from the octopus's intelligence, adaptability, and elusive nature. We also used as inspiration the Wild West frontier spirit that reflects both the rugged Western Australian coastline and the octopus's cunning, slippery nature.

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To make an often-intimidating seafood approachable, memorable, and distinctly Australian in its provenance, OKMG did extensive naming workshops and brand exploration to develop 'Wild West Octopus' – a name that positioned our eight-armed protagonist as the charming outlaw, 'Octopus Djinda,' who became our cowboy character bringing personality and narrative depth to the brand. The visual identity featured an octopus cowboy supported by wanted poster aesthetics and Wild West typography. 

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Our packaging design included custom retail sleeves for frozen 1kg bags destined for retail shelves, featuring bold graphics that would command attention in crowded freezer sections. For wholesale distribution, we designed outer cardboard boxes capable of housing five bags, ensuring the brand story continued throughout the supply chain. 

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To support the brand launch, we implemented brand guidelines for consistent application across all touchpoints and created a custom landing page that brought Octopus Djinda's story to life online. The website combined the playful brand narrative with detailed product information, sustainable fishing practices, and culinary inspiration to educate and engage consumers.

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