BSF | Brand & Website Relaunch
B2B Seafood Manufacturing Company Rebranding & Website Launch
the IN take
BSF (formerly Beaver Street Fisheries) is a national seafood leader with a strong heritage and a name that didn’t reflect their current offerings and growth aspirations. It was time for a strategic shift.
opportunity
approach
We started at the foundation: conducting a deep strategic intake process and competitive analysis to uncover their white space in the market. From there, we developed a new brand name, positioning, visual strategy, and website that together gave BSF the platform to communicate their true scale, breadth, and leadership.
services
Brand foundation and strategy
Naming
Visual strategy
Website Launch
Insights Discovery
Identity Refresh
A Name That Opens Doors
The move from “Beaver Street Fisheries” to BSF wasn’t just cosmetic – it was strategic. BSF retains the brand equity of a name their customers already knew, while removing every ceiling on what the company can become. The new name communicates national leadership, category dominance, and a brand that is more than just seafood.
A Brand Foundation Built for Growth
Before any design work began, we did the strategic heavy lifting. Through stakeholder interviews, competitive whitespace analysis, and messaging development, we built BSF’s brand foundation from the inside out. The result: a clear positioning statement, brand story, and campaign voice that gave the entire organization a shared language and a north star for all future communications.
A Digital Front Door That Means Business
With the brand strategy in place, we translated everything into a new website that communicates scale, builds trust, and reflects the national powerhouse BSF truly is. The response was immediate: active website users tripled in the first month after launch. Internal stakeholders and industry associates alike responded enthusiastically to the transformation, a major win for a company with a 76-year heritage behind its previous name.
active users
This was such an exciting milestone for our company. We truly appreciate the expertise and partnership IN Food brought throughout the process. We’re so grateful for their effort in bringing this to life.
VP of Marketing, BSF
