Reorganising TSC’s Brand Structure


Founded in 2005, TheSeafoodCompany is one of the leading seafood operators in Singapore. It is a full-service company that imports, exports, farms, processes and distributes seafood, with 15 delivery trucks running island wide to meet the demand for their products.


Due to the need to differentiate products when selling in various supermarkets, the company had to segregate their retail brands into ‘Seaco’ and ‘Mr Seafood.’ Not only did this cause operational challenges but also fuelled confusion among consumers about the brand. Furthermore, the company needed to properly launch their new product which was an investment aimed at creating an entry point for growth beyond the Singapore consumer market.


Adwright knew that fundamentally, TheSeafoodCompany needed a proper brand architecture to guide their retail business and marketing efforts. To tidy up the company’s operations, Adwright suggested that the company keep 1 of the retail brands, ‘Seaco’ but divide the consumer market into 3 segments: mass, premium and ready-to-cook seafood. These 3 segments culminated into Seaco’s respective ranges of seafood products: Seaco Everyday, Seaco Fiesta and Seaco Easy Plate.

From Seaco’s logo, product packaging to delivery trucks, Adwright created designs that made Seaco look polished enough to secure a spot in the international seafood market, competing against global seafood brands. Adwright also kick-started TheSeafoodCompany’s digital transformation with the development of microsites that is tailored for each of the segment brand to ensure bite-size content that is easily understood by the consumers and it also aid in brand recognition.

  • Brand Communications
  • Brand Consultancy
  • Brand Education
  • Brand Identity Development
  • Brand Internationalisation
  • Brand Management
  • Brand Storytelling
  • Brand System and Corporate Grid Guidelines
  • Copywriting
  • Digital Branding
  • Digital Marketing
  • Marketing Campaigns Formulation
  • Packaging Design
  • Point-of-Sale Advertising

With new designs and a clearer retail brand structure, TheSeafoodCompany could ensure smoother internal operations and greater brand recall among consumers. At the end of this branding exercise and digital transformation, TheSeafoodCompany was undoubtedly more well-positioned for advancements into the global market.



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