Goolwa PipiCo. Hand Harvested
Project Information
Background
For over 19,000 years, the Ngarrindjeri people have sustainably harvested the humble pipi from the cold, pristine waters of South Australia’s Coorong National Park, a practice deeply rooted in cultural tradition and respect for the environment. Today, Goolwa Pipi Co. carries this legacy forward, continuing to harvest this versatile mollusc using the same time-honored hand-harvesting techniques.
Challenge
Goolwa Pipi Co needed a brand that could honor their rich heritage, spotlight their sustainable hand-harvesting process, and capture the rugged beauty of the Coorong. The challenge was to craft an identity that not only celebrated the brave rakers and the wild ocean but also stood out in a competitive marketplace, connecting with both environmentally conscious consumers and premium food markets. This required a balance of tradition, sustainability, and modern appeal to bring their unique story to life across all touchpoints.
Solution
Our strategy revolves around Goolwa Pipi Co’s unique point of difference: their sustainable hand-harvesting process. At the heart of this approach is the celebration of the brave rakers and the untamed waves of South Australia’s Coorong, where they sustainably harvest the prized Goolwa Pipi.
We crafted a bold new brand identity that captures the spirit of this remarkable process, anchoring it in authenticity and connection to the land and sea. The refined visual style and distinctive brand elements reflect this story, creating a cohesive and compelling identity that translates seamlessly across all products and channels, bringing the essence of Goolwa Pipi Co to life.
Impact
The sustainable story and fresh brand identity of Goolwa Pipi Co. have proven to be a powerful combination, resonating deeply with both consumers and wholesalers. By emphasizing their commitment to hand-harvesting practices, environmental stewardship, and the cultural significance of their pipis, the brand has built a strong narrative that sets it apart in the market. This authentic and compelling story, paired with a modern and impactful visual identity, has not only attracted attention but also fostered trust and loyalty among key audiences.
The results speak for themselves: Goolwa Pipi Co. experienced a remarkable 20% growth in sales within the first six months of launching the new brand. This surge reflects the success of their repositioning in connecting with a growing demographic of environmentally conscious consumers and forward-thinking wholesalers. The refreshed brand has expanded their reach, amplified their story, and firmly positioned Goolwa Pipi Co. as a leader in sustainable, premium seafood products.
The illustrative style draws directly from Goolwa PipiCo’s hand-harvesting techniques, echoing the care and tradition behind their process. Classic hand-engraving methods and typography inspired by traditional signwriting come together to form a richly textural brand ecosystem, rooted in craft, heritage, and authenticity.
The wave is a powerful symbol of the Goolwa fishing process. Cold, relentless, and ever-present. Faced by brave fishermen year-round, it became essential to weave this iconography throughout the brand and packaging system, grounding the identity in the raw, untamed nature of the work itself.
The wave is a powerful symbol of the Goolwa fishing process. Cold, relentless, and ever-present. Faced by brave fishermen year-round, it became essential to weave this iconography throughout the brand and packaging system, grounding the identity in the raw, untamed nature of the work itself.
The website offers a rich, immersive brand experience. Serving as a dynamic platform for both flavour and storytelling, where visitors can connect with the craft, the culture, and the character behind every product.
Photography offers a textural, immersive window into the world of Goolwa, capturing the raw beauty of the process and the resilience of the people who brave the wild waves to harvest the humble pipi.
