Falkenbergs Lax started out in the 1970s as a family-owned salmon smokehouse on the west coastof Sweden. 35 years later the company had become one of Sweden’s largest seafood suppliers, offering a broad variety of products in Sweden and abroad. When Falkenbergs Lax came to Kurppa Hosk, a new owner generation had just taken over. The younger generation wanted to continue the company’s successful expansion, but felt that its company name, brand and visual appearance were limiting this effort. Falkenbergs Lax wished to transform the company and prepare it for future growth. The project resulted in a new brand strategy that changed Korshags’ market position from “smoked salmon” to “food from the ocean”. Kurppa Hosk developed a new visual identity with the new name as a powerful sender, building recognition. The result is a brand with obvious roots in the original concept – family-owned, genuine and personal – but with a modern, transparent and exclusive feel.