The Overview
Devi Fisheries has grown from humble beginnings into one of India’s largest and most trusted seafood exporters. With over 6,000 personnel and a vertically integrated model, the company supplies premium frozen shrimp to global markets—while maintaining the highest standards in traceability, sustainability, and food safety.
As the brand scaled, so did the need for strategic clarity and a cohesive global presence. Devi’s evolution required more than strong operations—it needed a brand identity and market positioning that could communicate its scale, values, and innovation to an international audience.
The Challenge
Despite industry leadership and operational excellence, Devi’s brand system lacked the visual, verbal, and experiential cohesion needed to match its global ambitions.
The business required a stronger foundation to:
- Reflect its scale and quality in international trade forums
- Differentiate in a highly competitive seafood export market
- Align internal and external communications under a unified identity
- Communicate its strategic advantages traceability, sustainability, and innovation with clarity
The challenge wasn’t just design, it was about crafting a brand strategy that would position Devi for continued global leadership.
Our Approach
A Long-Term, Collaborative Strategy-Led Engagement
Grounded in insight and built on partnership, the approach focused on elevating Devi’s brand through clarity, cohesion, and global relevance.
Understanding the Growth Trajectory
The engagement began with a deep understanding of Devi Fisheries’ evolution—from local excellence to global scale. With multiple stakeholders, legacy touchpoints, and an expanding international footprint, the brand needed more than a new visual identity—it needed a cohesive, scalable strategy to unify messaging, design, and market presence.
Aligning Around Strategic Brand Pillars
Our approach was insight-driven and collaborative. We worked closely with internal teams, aligning around strategic brand pillars that reflected Devi’s core differentiators: vertical integration, traceability, innovation, and quality.
Consistent Global Communication
Through stakeholder workshops, competitive analysis, and market mapping, we built the foundation for a brand system that could communicate consistently across cultures, regions, and buyer expectations—while staying grounded in the brand’s values.
Strategic Brand Touchpoint
This philosophy carried through every deliverable, ensuring brand alignment at both macro (positioning, experience, visibility) and micro (packaging, messaging, activation) levels.
The Solution
Scalable Solutions to Support Growth, Visibility, and Brand Integrity
A full-spectrum execution roadmap that translated strategic positioning into consistent, high-performing brand experiences.
With a clear brand foundation in place, the focus shifted to bringing the strategy to life across key touchpoints—ensuring that every interaction with the Devi brand, from packaging to website to trade engagement, reinforced its leadership and credibility.
Repositioned Brand
Identity
Elevated the visual and verbal language of the brand to align with international seafood market expectations.
Messaging System & Positioning Playbook
Developed tone of voice, core narratives, and differentiated messaging for buyers, partners, and global stakeholders.
Responsive Digital Presence
Designed and built a website that reinforces traceability, sustainability, and trust—optimized for investor and buyer audiences.
Global Packaging Architecture
Created a modular, regulation-compliant packaging system for 30+ SKUs across diverse regions and languages.
Trade Show & Environmental Design
Enabled Devi’s teams to show up with consistency and authority at global seafood expos with bespoke booth systems.
Ongoing Brand Advisory
Provided continued design and consulting support for seasonal campaigns, corporate communication, and experience rollouts.
The Impact & Outcomes
A Brand Elevated to Match Its Market Leadership
Strategic brand alignment that delivered measurable impact across visibility, engagement, and operational consistency.
By redefining the way Devi Fisheries communicates its value and presents itself globally, the brand now stands as a category benchmark – recognized for its integrity, scale, and future readiness. The impact extended beyond visuals to business outcomes, improving how teams sell, how stakeholders engage, and how markets respond.
Looking to scale your brand for international markets? Let’s build the strategic foundation your business needs to grow with clarity and confidence.
Positioning a Global Seafood Leader: The Brand Evolution of Devi Fisheries
A legacy seafood exporter with global reach, Devi Fisheries needed a brand strategy that matched its scale, quality, and innovation. Over a multi-year partnership, we repositioned the company through a unified brand identity, digital experience, and global trade presence enabling it to lead confidently in international markets while staying rooted in traceability, sustainability, and trust.