BRANDING THAT OPENS DOORS

As a new business, SCP needed to establish credibility, and fast. The FMCG industry is fiercely competitive, and without a recognisable brand presence, it’s easy to be overlooked or underestimated. They needed a strong identity that would position them as a trusted partner for suppliers. The challenge wasn’t just about good design; it was about creating clarity in an industry known for gatekeeping and complexity.

BlueOcean worked closely with the SCP team to craft a brand identity that would establish them as a leader and represent their values. The process began with defining SCP’s unique positioning—clarifying their role as a challenger in the FMCG consulting space and ensuring their brand reflected their mission to make supplier growth more accessible.

To boil it down to one thing, the brand stood for fairness. The kind of fairness that gives one the confidence to take the next steps in growing a consumer brand, and say, “It’s time to take to the shelves.”

Building on this idea, the logo mark used negative space to symbolise fairness on supermarket shelves. Every single design choice built into their identity reflected SCP’s belief that small suppliers deserve an equal playing field—where knowledge, strategy, and collaboration can open doors previously dominated by industry giants.

A website was designed not just as an informational tool but as a key driver for customer acquisition, guiding potential clients through SCP’s offering and clearly differentiating them from competitors.

To support business development, BlueOcean created a customisable slide deck that allowed SCP to present itself confidently to potential partners and customers.

BlueOcean’s branding, marketing and sales tools positioned SCP as credible player in the FMCG industry from the moment they launched. The new brand identity helped them represent their mission in the market, build recognition and trust, making it easier to secure meetings, start conversations, and win over potential clients.

“We’re proud of the brand that we developed with BlueOcean, and wear it with pride. The brand helps us build the foundation for long-term credibility and trust in the FMCG industry, establishing ourselves as a serious player in a competitive space. From day one we were able to launch with a brand that truly represents who we are and what we stand for, making it easier to start meaningful conversations, secure key partnerships, and drive our mission forward.”

Jayden Kilpatrick
Managing Director, Supplier Collaboration Project