Show the Journey- Bornstein Seafoods’ brand needs to be refreshed and modernized in a way that captures the spirit of wild seafood, while conveying the quality and craftsmanship the entire organization contributes to its products. Show Trade & Craft- Capture the spirit of what it takes to work with wild seafood---this goes beyond the sea and across the whole production process. Allows room to tell the stories of the people who work at Bornstein--it covers their strength, humor and human nature. We aim to show the trade and craft purpose through the These Hands concept. Images of hands hard at work, the video and photography will connect the grit and expertise of the trade to the level of craft. The copy would connect hand-related idioms such “reaching” “holding” “carry” “lifting” “pulling” and relate it to the entire process.