ILLUMINATING SUSTAINABILITY:
DISCO SCALLOPS BRAND AND WEBSITE
WHAT WE DID
BRAND
DESIGN
WEBSITE
WE LOVE TO BE THE FIRST AT A PARTY, BUT THIS ONE FEELS A BIT SPECIAL
When a hospitality trailblazer meets a marine technology pioneer, sparks fly, or in this case, the ocean lights up. At the Blue Earth Summit, Lee Cash and Fishtek Marine came together to launch a remarkable accidental discovery poised to revolutionise the seafood industry.
The story begins with a happy accident: Fishtek Marine’s fisheries scientists in Devon were testing light-equipped pots to boost crab and lobster catches. When shared with a Cornish fisherman, the lights didn’t lure more crabs or lobsters but attracted something unexpected: scallops.
This discovery marks a turning point for scallop fishing, a sector historically reliant on destructive dredging methods. Dredging harms the seabed and its ecosystems, fueling rising environmental concerns. This new light-assisted potting method not only preserves the seafloor but empowers small-scale fishermen to diversify their catch and elevate their livelihoods.
Hey! What? was brought in to illuminate this unique fusion of innovation, sustainability, and storytelling through a brand and website that could make waves in both consumer and B2B markets.
THE CHALLENGE: BALANCING PLAYFULNESS WITH SCIENTIFIC CREDIBILITY
We dove headfirst into a brand strategy workshop to explore the proposition, target audiences, and unique challenges. The task extended beyond reaching scallop consumers; it also needed to resonate with restaurateurs and fishermen adopting the new technology. Our wide-reaching approach required blending category codes for recognition with creativity to attract a diverse audience.
The term “Disco”, while fun, initially sparked debate. Could a playful name overshadow the brand’s eco-conscious mission? Balancing a celebratory tone with scientific integrity was crucial. We needed to ensure audiences connected with both the innovative spirit and environmental significance behind the brand.
THE OUTCOME: A SEAL OF AUTHENTICITY WITH A HINT OF DISCO
The result is a brand that invites celebration while shining a light on sustainability. Disco Scallops balances a quirky, party-inspired energy with the seriousness of marine preservation.
Visual Identity: Drawing inspiration from iconic Portuguese sardine packaging, we created an identity with artistry, detail, and versatility. The subtle incorporation of a disco ball evokes movement and glow, mirroring the bioluminescent quality of scallops while maintaining sophistication. This identity works seamlessly across consumer and B2B touchpoints.
Messaging: Informative yet playful, the brand’s messaging uses humor to make sustainability approachable and engaging.
Positioning: Disco Scallops positions itself as a premium, eco-friendly seafood option, appealing to sustainability-conscious diners and adventurous food lovers who value unique, story-driven brands.
Finding the balance between playfulness and credibility goes beyond just the branding for Disco Scallops; as the website had to be engaging for the three audiences of Disco Scallops (fishermen, restaurant owners and customers), a balance had to be struck here as well to ensure an inclusive and easy-to-use experience for all site visitors.
The site incorporates fun and dynamic scrolling and hover interactions that serve to dress the site in an exciting way, as well as reveal the details about the venture in an engaging, clean and clear manner.
Looking to engage new audiences with a strategic-led rebrand? Get in touch.
We have really appreciated the creativity of your team and the efficient campaign management that you have displayed.
We’ve been able to make these major announcements for our programme and our reopening with really exciting, unusual and eye-catching imagery and a well thought through plan for asset delivery – it’s been a pleasure working with you all.
HILARY COLEMAN
Bristol Beacon – Marketing Manager
