Blue Reef | 100% Wild-Caught, Premium Coral Trout from the Great Barrier Reef

Blue Reef is the world’s premier and most reliable supplier of the freshest, highest quality, wild-caught Australian Coral Trout. Considered one of the world’s greatest-eating fish, eating Coral Trout is often seen as a special experience or treat.

What makes wild-caught Coral Trout so memorable is its journey from Reef to plate. Eschewing modern commercial fishing practices that harm ecosystems and produce some questionable eating fish, Blue Reef sticks to tradition and focuses on genuine care for the ocean, the fish, and the fisherman. Each wild-caught Australian Coral Trout is line-caught sustainably and respectfully from wild populations. This means no net fishing, no by-catch, and no other harmful fishing practices. Blue Reef understands that a thriving environment and healthy fish go hand in hand. Once caught, Coral Trout are transported live to minimise stress, and processed by hand using Iki-jime, a technique considered to be the most humane.

However, while the operations were robust and sustainable, the Blue Reef brand was not.

Working with the internal team and agency partners, we developed a refreshed brand for Blue Reef that emphasised their purpose of providing the freshest, most delicious wild-caught seafood from Australia. This work involved repositioning the brand from an Everyman archetype to a Lover — a brand that celebrated the experience of eating Coral Trout. After all, at every point of its journey, wild-caught Coral Trout is a special experience. It is the love of the ocean and its inhabitants, it is care for how it is transported and processed, and it is often a memorable dining experience with friends and family to celebrate a special occasion.

The brand refresh focused on creating a more versatile identity — refining the logo to provide more lockup options, expanding the visual identity to embrace its unique Australian nature, and softening typography to feel more premium. A new website and marketing collateral were created to showcase the journey and qualities of Coral Trout in a consistent way. This has been rolled out to Blue Reef customers across Australia, the US, China, and Singapore.

Visit Blue Reef to learn more and see more.