Seven Seas pure cod liver oil was starting to lose out to own-label brands after more than 70 years on shelves. Despite being synonymous with the product, Seven Seas couldn’t communicate the benefits of the oil effectively to shoppers. The range looked tired – some of their packaging and branding had remained unchanged for over two decades. Elmwood re-branded Seven Seas with a strong new identity and packaging. A revitalised marque adds heritage and confidence to the brand’s positioning, supported by a warmer red that stands out amongst competing products. The consultancy also retold the Seven Seas brand story to a modern, health-conscious audience. In the six months following the launch, the company’s sales of pure cod liver oil increased by 11%, equivalent to £150,000 in product value. All of the major multiples stock higher volumes of Seven Seas products, and the brand has launched a new health offering for 2012.