Most Australians think of tuna as canned, mass-produced, and cheap. But Southern Bluefin Tuna is none of those things. Prized in Japan and China as a delicacy, this ocean-caught treasure from southern Australia rivals the finest seafood in the world.

Kin’s founders set out to change local perception—reframing tuna not as a pantry staple, but as a premium, luxurious experience. Our role was to create a brand that could carry that weight. The result? A sophisticated, globally inspired identity that celebrates the beauty and value of a truly wild product.

Kin

Food & Beverage

Brand Strategy
Brand Identity
Website Design
Signage
Spatial Branding
Marketing Collateral
Packaging

Tuna in Australia has a brand problem. Despite its prestige overseas, local consumers still associate it with $1.50 tins on supermarket shelves. Kin needed a complete repositioning—one that not only educated the market but elevated the entire category.

We drew on the cues of luxury fashion, premium spirits, and high-end gastronomy to reposition Kin as a modern icon of seafood excellence. The wordmark was crafted using the golden ratio—its form subtly echoing the curve of a fish. Our colour palette was inspired by the vibrant hues of akami, chutoro, and otoro—the three prized cuts of Southern Bluefin.

We worked closely with chefs and stylists to art direct photography that celebrated the fish like fine art, not food. The result is a brand that looks and feels rare, refined, and deeply rooted in craft.

When perception lags behind product, brand must lead. This project reaffirmed that the role of brand is not just to reflect reality, but to shape it. Kin had an extraordinary product—but without strategic branding, its value would have remained hidden.

By drawing inspiration from outside the seafood category and using high design principles, we helped create a new language for premium seafood in Australia. It reminded us that category conventions are often the biggest constraint—and the biggest opportunity.

Ultimately, the brand reframes Southern Bluefin Tuna as a culinary luxury, elevating its story and restoring the value it deserves. By shifting perception and highlighting its rarity, provenance, and global significance, the brand helps Australians see the product for what it truly is—a premium, carefully sourced delicacy that stands alongside the world’s finest seafood.

Mark Lobo

Brendan Homan

Natalie Homan

D&AD Graphite Pencil