Ocean Legacy had built a strong reputation as a reliable crab supplier to restaurants, but its brand was unknown to retail shoppers. The company needed to transition from a behind-the-scenes supplier to a consumer-facing brand that could compete on crowded shelves. The challenge was to design a brand system that communicated freshness, trust, and premium quality at a glance.
The opportunity was to help Ocean Legacy pivot from B2B to B2C, bringing their wild-caught crab products directly to consumers through leading retailers.
The new Ocean Legacy identity transformed the company into a premium retail brand, securing placement at Whole Foods, The Fresh Market, and Sam’s Club. Unified packaging, clear messaging, and elevated photography helped build trust with buyers and consumers, setting a new standard in the crab category.
For oak&air™, this project demonstrated how strategic repositioning can bridge the gap between foodservice heritage and consumer appeal, proving that when brand identity matches product quality, opportunity follows.
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(2016-25©)
