K-flot: the safety of the ship depends on the safety of its knots

K-flot is an international group of companies operating in industrial ocean fishing, fish processing and the sale of finished products.

K-flot's main industrial activity is concentrated in Karelia, while the group's operations span the whole world. The agency's specialists were required to develop a brand reflecting the company's international competencies while at the same time highlighting its Karelian authenticity.

To promote K-flot effectively on the international market, the agency conducted a desk audit and developed a brand platform and a system of verbal and visual identity.

The research revealed that in recent years, on both the Russian and international markets, the categories of quality, professionalism, technological sophistication, reliability and environmental responsibility have become hygiene factors for fishing companies. This was driven both by the intention to move away from a raw-material focus and improve the efficiency of fishing, and by global trends. Conscious consumption is a trend characteristic not only of the B2C segment. In the case of the fishing industry, we are talking about the concept of the "blue transformation".

The "blue" transformation is a concept for the sustainable transformation of food systems that rely on aquatic resources; it is a recognised, effective set of solutions that aims to ensure food and nutrition security as well as environmental and social well-being by preserving the health of aquatic ecosystems, reducing pollution, protecting biodiversity and increasing social equity.

It is an all-encompassing trend that affects not only a company's reputation but all the other trends in the industry as well. It comprises several key aspects.

First, ecology, meaning care for the responsible harvesting of aquatic resources and ensuring a reduction in greenhouse gas emissions by switching to aquatic food sources. Second, technology: the thoughtful development of the technological base for more efficient production. Third, food security: people's access to more affordable food from aquatic resources.

The market is also strongly influenced by consumer healthy-lifestyle trends: growing consumption of fish, which is perceived as a healthier source of protein with the added value of vitamins and trace elements. It is precisely conscious consumption, closely tied to the healthy-lifestyle theme, that sets the main vector for the fishing industry: a conscious attitude towards technology, ecology, food accessibility and health, achieved through the development of the fishing industry.

K-flot already meets the trend towards lean production. But in responding to today's challenges, K-flot is becoming a thoughtful, conscious company engaged in bringing sustainable values to life. The focus is on caring for the natural environment, for people's well-being, for customers and suppliers, and for employees. The brand we developed celebrates precisely these values: thoughtful efficiency, support and sustainable development.

K-flot is a serious, confident player with a Nordic character. By building new vessels on which fish can be caught by hook and line, and by developing deep processing, K-flot confirms its intention to fish thoughtfully and make a professional contribution to the modernisation of the industry. Through its attentive treatment of employees and strict control of supplies, K-flot builds the image of a reliable employer and a supplier of products that meet the highest consumer standards.

The brand's metaphor is the rope, a synonym for reliability and confidence. A rope can bear an enormous load; it ties different parts together. People trust a rope with their lives and rely on it. Despite its brutal, sometimes even rough image, a rope in its own way looks after those who put their trust in it, seriously and courageously. Making a rope is complex, painstaking work that requires thoughtfulness and concentration.

"The safety of the ship depends on the safety of its knots."

Today K-flot wants to be honest and direct. Nothing superfluous: K-flot is part of the ecosystem, and that is why it takes care of it. K-flot is strong and reliable. Genuine. The industrial strength of the fleet is based first and foremost on human potential.

The salt of the icy sea on the hands of the sailors, clear depths, native shores, sturdy ropes, live fish: all of this is about every one of K-flot's employees; it is in their nature. The company's business processes are as transparent as the waters of the White Sea, as the nature of Karelia.

That is why the most "honest" and natural photo style shows water, the sea and underwater life. The spirit of the North reigns here. The supporting graphics also reference natural motifs, shoals of fish and the coastline, and industrial ones, the bow of a ship, underscoring the company's field of activity.

The logo, meanwhile, reflects the brand's central idea: a direct reference to the rope makes it possible to emphasise all the values embedded in the brand platform. The brandline "A strong partnership" logically continues the concept of confidence in one's work, professionalism and empathy.