Fish Club, a popular seafood e-commerce platform based in Johor, Malaysia, has built its reputation on product freshness and exceptional service. Over the years, the brand expanded its business model to include both online and offline markets.
As the brand evolved, Fish Club recognized the need to update its identity to align with its growing customer base and new marketing strategies. A rebranding was essential to reflect these changes and maintain its relevance.
Pineapple Studio conducted a thorough analysis of Fish Club’s existing branding, identifying issues with unity, recognizability, and readability. Based on this insight, a fresh new look was proposed.
The revamped identity introduces Ponpon, a lovable otter as Pontian’s fisherman mascot, symbolizing Fish Club’s commitment to freshness. Ponpon is featured across various brand materials, even as character buns in the store, bringing personality to the brand.
Through this rebranding, Fish Club now communicates its values with a modern, friendly, and humorous style, strengthening its connection with customers and enhancing its market presence.
