Ōra King - Brand strategy, copywriting

Ōra King - Brand strategy, copywriting is a project by NatalieCrowe

Published on
November 2, 2023

Overview:

Ōra King is a premium fresh water salmon brand from the Marlborough Sounds. With the target audience being the top and most discerning chefs and hospitality outlets across the globe - the strategy had to deliver on the sense of this brand being 'in a league of its own'.

Key deliverables:

  • Brand strategy

  • Brand story

  • Project management for brand photography

  • Copywriting

Outcome:

  • The single organising idea for the brand is: balance.

  • The brand strategy outlined how this concept would translate across the marketing and communications channels and how they would be implemented, the key milestones, costs, timings and measures of success.

  • The brand imagery has been captured to amplify the concept of balance with simple and pristine water photography by Lewis Mulatero.

  • The copywriting style echoes that of the primary brand concept of balance, and the secondary ideas of culinary excellence/ a breed of distinction - and aligns effortlessly with the brand imagery.

  • Ōra King is now a globally recognised brand, used in the best and most highly regarded restaurants and by the best chefs across the globe.

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