Get more salmon in your life.

One line, two voices, and a brand looking to be loved in new ways.

Regal King Salmon is simply a stunning product, and in Al Brown they have a chef who’s loved it for many years. Our job was to make the partnership feel real, not bought – a genuine meeting of minds and values, built on what Regal and Al already share: a love of good food, an unfussy style of hospitality and a deep respect for the ocean.

Al is such a personality, with his own unmistakable style. We wanted Regal to make an equally strong visual contribution, and to use the moment to get people seeing Regal King Salmon in a new way, finding more ways to bring such a delicious, versatile fish into their repertoire.

So we crafted a visual identity for the partnership with room for both of them to shine. The REG/AL lockup, a bright refreshed blue and a confident mix of typefaces nodding to Al’s love of nostalgia and Americana give Regal a new graphic presence – premium and approachable at once.

Then we went to shoot: two days at Al’s place in the Far North, armed with a handful of signature recipes and the freedom to follow the story. We tested as many ideas as time allowed and stayed open to off-the-cuff magic, knowing it would all dovetail into something that builds the human story – his love of coming together over good food, the joy of King Salmon and a pure connection with the ocean.

The result is a prolific array of stories and hardworking assets: comms materials, a full recipe book, a social content series, cooking films and quieter, deeper stories of Al reflecting on food, hospitality and life on the coast, giving a glimpse into his world and what drives him.

It was a privilege to share in these moments and start telling these stories – bringing a new energy into this iconic brand. More to come - watch this space.