Deutsche See Design & Branding FAMILY OF FISH by +Knauss Media Arts

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Industry Retail, Distribution & Rental companies, Seafood
Media Design & Branding
Agency +Knauss Media Arts
Creative Director Thies Schuster
Art Director Ini Neumann
Copywriter Mirjam Wagner, Sascha Borrée
Released June 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: DEUTSCHE SEE
Product/Service: SEAFOOD
Photographer/Creative Director: Jürgen Knauss (Plus Knauss Media Arts)
Photographer/Creative Director: Jan Knauss (Plus Knauss Media Arts)
Creative Director: Thies Schuster (Plus Knauss Media Arts)
Art Director: Ini Neumann (Plus Knauss Media Arts)
Copywriter: Sascha Borrée (Plus Knauss Media Arts)
Copywriter: Mirjam Wagner (Deutsche See Gmbh)
Final Artwork: Gitta Heitmann (Plus Knauss Media Arts)
Media placement: Book - Mail - 15.06.2011

Describe the brief from the client

‘Deutsche See’ is Germany's largest retailer of seafood, in an industry that has numerous environmental, social and economic challenges. Instead of just talking about these problems, ‘Deutsche See’ believes that actions speak louder than words. The company is actively addressing the problems of the fishing industry with its strong commitment to quality, social and ecological sustainability as the basis of a healthy value chain. Our brief was to communicate the attitude, objectives and commitment of ‘Deutsche See’ to its customers.

Describe the challenges and key objectives
Through large, authentic and previously unseen pictures, this book provides an unflinching insight into the everyday life of ‘Deutsche See’ partners around the world. The challenge and key objective was not to sugar-coat anything, but to document the status quo and its opportunities authentically. From the basic commercial fishing industries in Ecuador through to the industry leaders in Norway, where sustainable fishing is practiced every day.

Describe how you arrived at the final design
To really understand the people who live with, for and from the sea, we, two photographers and one writer, travelled around the world to see life through their eyes. Told through this flagship project, the book tells more about the attitude, principles and actions of ‘Deutsche See’ than a classic brochure ever could. The ‘Family of fish’ coffee table book is sent to the ‘Deutsche See’ customers in the same boxes in which their fish is usually delivered.

Give some indication of how successful the outcome was in the market
The main purpose of the book was not increase sales, but to show ‘Deutsche See’ customers that by spending a little more for a high quality seafood product, they really can make a sustainable difference in people’s lives all over the world and help to provide a healthy environment for next generations. Over 200 response letters and more emails then we could count later, we believe that the ‘Family of fish’ book truly had a successful outcome.