Truly Deeply rebrands Zapco to Submürge

The new brand name, strategy, and identity for the oyster farming equipment brand is built around a powerful purpose to ‘cultivate prosperity together’.

Inspired by their vision to shape a better future for farmers and the shellfish Industry, the Submürge brand proposition is compelling not just for oyster growers, but also for distributors, industry influencers, and regulators.

Everyone loves the new brand and the artwork. It really stands out at trade shows and is already resonating with our clients. There is a lot of excitement about the transformation of the brand and what it means for the industry. We are ecstatic with this result. Well done, it’s really Truly Deeply amazing!

Peter Boyle, CEO Submürge

The strategic brand framework includes a carefully crafted set of values, beliefs, a narrative, and messaging.

With a focus on creating sustainable oyster farming systems, the brand strategy guides and drives the business internally while building deep and meaningful connections with external audiences.

As part of the new brand strategy, it was decided Zapco was no longer fit for purpose. Zapco sounded too corporate and techy. The old name didn’t resonate with the brand’s audiences and didn’t represent the new brand vision.

After exploring and testing different names, Submürge was chosen for its clear link to the product and oyster farming, while also using a unique spelling and umlaut to create a unique, international, and aspirational image.

The brand identity is centred around the type mark. This represents how oyster farming works: allowing the oysters the time they need in and out of the water in a controlled version of their natural tidal lives.

It’s a simple modern sans-serif with slightly softened terminals. The ‘S’ has submerged but the whole mark is buoyant with a ripple of water passing through it. The umlaut is highlighted bobbing above.

This is accompanied by a strong contrasting visual language that depicts the importance of merroir (terroir for oysters). This is both an illustration of the growth stages of an oyster (and the financial growth of business owners) and a contour map of the coastline they call home.

The visual identity system uses bright aqua gradients and dark shades from the abyss to provide a bright, modern, and practical feel.

Previously known as Zapco, Submürge is a leading aquaculture supplier. Providing a unique and complete oyster growing eco-system, Submürge helps oyster farmers maximise results and deliver a superior product that’s truly expressive of their location; to celebrate and optimise their merroir (similar to a wine growers’ terroir, merroir is a unique sense of place that is infused into the product).

Comprising innovative products, expert guidance, strategic partnerships, and sustainable farming practices, Submürge is at the heart of an innovative global oyster community.

Truly Deeply provided Submürge with a comprehensive rebrand programme that included a range of strategic and design services including;

  • Brand audit and market review
  • Stakeholder consultation and engagement
  • Brand strategy development
  • Name development and testing
  • Brand identity design
  • Brand activation
  • Marketing and sales collateral
  • Tradeshow booth, banner, and sign designs

See the full project case study for Submürge here.

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