As peter pan seafood expanded into new markets, the brand needed to refine its positioning, tell a more distinctive story, and bring its sea-to-shelf concept to life in a clear and compelling way. for this project, i helped develop a refreshed brand direction for peter pan seafood, including new positioning, naming conventions, and packaging for costco club stores. my role included brand strategy, product packaging design, and visual identity development across the broader marketing system. the final direction helped communicate the brand’s origin, craft, and passion for seafood while creating a stronger and more cohesive presence at retail. my role included brand strategy, product packaging design, and visual identity development across the broader marketing system. the result was a more cohesive brand experience that highlighted peter pan seafood’s origin, passion, and commitment to quality.