United Fisheries’ Brand Refresh by Tried&True Design: Honoring New Zealand’s Ocean Heritage with ‘Sea Believers

United Fisheries approached us with a vision to refresh their brand, seeking to convey their deep-rooted connection to the sea and the authenticity of their operations. Their goal was to create a brand narrative that told the story of their respect for the ocean and the dedication of the fishermen who tirelessly work to bring fresh, New Zealand-caught seafood to the market. Through a collaborative and creative process, we developed the “Sea Believers” brand positioning—a concept that captures the essence of their values. This positioning speaks to their commitment to sustainability, their admiration for the ocean, and the skill of those who navigate the waters to deliver the finest seafood. The refreshed brand visually embodies these ideals, with a wordmark cleverly designed as though it’s