SAMAQ
BUILDING PUBLIC TRUST IN SAUDI AQUACULTURE
BUILDING PUBLIC TRUST IN SAUDI AQUACULTURE
SAMAQ
TURNING TECHNICAL STANDARDS
INTO A PUBLIC TRUST SIGNAL
SAMAQ Saudi Mark of Aquaculture Quality was developed as a national certification identity to help consumers recognize Saudi aquaculture products as local, fresh, safe, and certified at the point of purchase. Consumers cannot always see the standards behind seafood products. Origin, freshness, safety, and responsible production need to be communicated clearly at the moment of choice.
SAMAQ needed to become more than a logo. It had to act as a trusted national signal that supports local producers, guides consumers, and gives Saudi aquaculture products a recognizable point of difference across retail and communication channels.
Key challenges included: Making certification easy to understand - Communicating local origin, freshness, safety, and trust - Creating a mark that works on packaging and retail displays - Supporting producers and retailers with clear brand application rules - Connecting government credibility with consumer-facing communication
FROM QUALITY MARK
TO MARKET CONFIDENCE
The approach was built around the role of SAMAQ as a certification seal: official enough for government and industry stakeholders, simple enough for consumers, and flexible enough for producers and retailers.
We focused on translating technical quality standards into a brand system that could communicate trust, Saudi origin, freshness, safety, and confidence across packaging, retail, digital, and public awareness touchpoints.
Core elements included: Certification mark direction Brand manual structure Packaging label system Fresh fish tag application Retail display guidance Producer toolkit logic Public awareness messaging Digital and campaign asset direction Website content direction Social media channel direction Brand launch messaging PR and media communication support Public program interview direction Public awareness messaging Digital and campaign asset direction
A NATIONAL TRUST SYSTEM FOR SAUDI AQUACULTURE PRODUCTS
The final outcome was more than a brand identity. It was a national trust system designed to support one of Saudi Arabia’s strategic aquaculture initiatives led by the Ministry of Environment, Water and Agriculture with the Saudi Aquaculture Society. Our role was to help transform SAMAQ from a technical certification program into a public-facing brand system that could support producers, retailers, government communication, packaging, social media channels, public awareness, PR, interviews, website communication, and brand launch activities. The system helped make certified Saudi aquaculture products easier to identify, understand, trust, and promote supporting the wider national effort to move Saudi seafood products from production to market shelves, build consumer confidence, and strengthen the readiness of the sector for local and international market growth.
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