Reel Seafood is formally known as Fine Seafood. Under that name they have been supplying low cost shops such as One Stop or Budgens. Due to their products being associated with those brands they were looking for a full rebrand to enter the totally opposite end of the market as an exclusive seafood supplier.
This required a new name with a minimal corporate like identity that supported their existing ways of marketing. The only imagery used in the identity celebrates the beauty of sustainably sourced fish and shows how proud the brand is of their product.