Tastamar

Year

2017

How can we redefine freshness in the experience of buying and consuming fish?

Design Challenge

Context: Puignau, a Girona-based company specializing in fish preparation since 1954, decided to pivot from B2B to B2C with a new brand, Tastamar, offering fresh, high-quality seafood in supermarkets across Catalonia and southern France.

Evidence: Through co-design workshops and surveys with over 300 consumers, we explored perceptions, emotions, and opinions about seafood, mapping the fish’s journey from catch to supermarket alongside the consumer journey.

Challenge: How could we design a brand experience that authentically conveyed freshness and quality, resonating deeply with urban shoppers?

One of several workshops to better understand end-users' needs

Innovation Space

Opportunities: Tastamar aimed to engage urban consumers with a brand that emphasized freshness, transparency, and sustainability. The goal was to stand out in a competitive market with a unique value proposition.

Insights: Research revealed that consumers prioritized freshness, authenticity, and alignment with their values. Tastamar’s visual and verbal identity needed to reflect these principles to build trust and resonate with their lifestyles.

Results of the research to find the 'perfect match' between customer needs and Tastamar's operations.

Vision

Principles: Tastamar’s brand identity centered on freshness, transparency, and sustainability, showcasing eco-friendly practices and clear communication about product origins.

Strategy: The brand aimed to connect with urban consumers through Mediterranean-inspired visuals and a trustworthy communication style. Consumer involvement in the branding process ensured alignment with their preferences and values.

Branding co-designed and validated with more than 300 end-users, involving them from the beginning while raising community

Interventions

Outcomes: A fresh brand identity was created, including a logo inspired by Mediterranean heritage, selected by 300 consumers to ensure alignment with the target audience. Eco-friendly packaging minimized environmental impact, and a consistent communication style unified all brand touchpoints.

Impact: Tastamar launched in summer 2018 to immediate success in Girona supermarkets. Today, it continues to expand, offering freshness and quality in major supermarket chains.

Learnings

Consumer Engagement: Actively involving consumers in the branding process ensures a brand that resonates and succeeds.

Holistic Approach: Integrating design, sustainability, and transparency enhances brand perception and trust.

Flexibility: Adapting based on consumer feedback keeps the brand relevant and appealing.