Concept for a full product portfolio
When Benchmark Genetics rolled out its updated portfolio of salmon roe—four products, each with its own selection focus—we developed the concept, produced the materials, and handled the marketing for the launch.
By making the box the focal point of the branding, the entire brand gained a concrete and physical identity. It is something tangible that customers can see and touch when their roe is delivered, while also providing a clear and recognizable platform for digital brand awareness.
Each product has its own distinct character, yet remains part of a shared design family, and a visual product matrix makes the differences between them immediately apparent.
The textual concept gives each product a two-word description— “Superior growth,” “Superior resistance,” “Optimal RAS”—within a single overarching framework that also conveys a clear value proposition: “Solid genetic foundation. High quality. All year round.” The concise, pithy message makes it easy to remember and helps customers see the difference between the products immediately.
SalmoRobust: Product positioning
In 2026, we developed a campaign concept that positions SalmoRobust— Benchmark Geneticsleading egg product for robust salmon—in a market where disease resistance and survival are becoming increasingly important to fish farmers.
The campaign builds on the overarching concept. The message “Strong salmon – Stronger results” links product characteristics to value in just four words, and can be expanded into variations such as “Strong genes – Stronger results” when the story calls for more words.
The campaign will be rolled out through 2026.
Animated product ad for digital platforms.
