Sydney Fish Market today unveils its new branding, logo, and refreshed website, signalling an important milestone in the ongoing transformation of Australia’s Home of Seafood.
This follows the launch of Sydney Fish Market’s digital trading platform, SFMblue, in September this year, and heralds the new Sydney Fish Market opening in 2024.
Coinciding with World Fisheries Day 2022, Sydney Fish Market is celebrating the rich history of the market since it opened at its Blackwattle Bay location in 1966.
Sydney Fish Market is celebrating a new era for Australia’s Home of Seafood, launching its new brand identity to signify the ongoing transformation of the market and its operations. Coinciding with World Fisheries Day, 21 November, Sydney Fish Market’s brand launch recognises the legacy on which the iconic organisation was built, and the critical role it plays in delivering sustainable growth for the seafood industry.
Sydney Fish Market CEO, Greg Dyer, says, “Sydney Fish Market has more than 70 years’ of experience in large-scale, high-quality seafood trading, during which time it has played a significant role in the growth of Australia’s seafood industry. We are immensely proud of our heritage, with half a century of history woven into the fabric of the market since we first opened our current location at Blackwattle Bay in 1966. And now, with new branding, we step into a whole new chapter for Sydney Fish Market.”
The physical transformation continues at pace, with the NSW Government reimagining the iconic site to create a new Sydney Fish Market for the future with world-class facilities, set to open in a few years. Designed by internationally renowned 3XN, the facility will be a purpose built, authentic operating fish market, with major food and dining options, right on Sydney’s inner harbour.
The new logo, launching today, takes inspiration from the design of the building with its distinctive wave-shaped roof, which is inspired by the ocean and the produce that comes from it. Coupled with a new colour palette, photography and illustrations, the brand comes to life, exemplifying the dynamic relationship between the land and sea which are our market foundations.
“The Market’s redevelopment represents a $750 million injection of support for the national seafood industry. This is the perfect time and opportunity for Sydney Fish Market to revitalise its brand to reflect this impressive piece of architecture and leverage the NSW Government’s investments, strengthening pride in the Australian seafood industry,” says Mr Dyer.
Another transformative project has been the launch of Sydney Fish Market’s digital trading platform, SFMblue. Launched in September, the online B2B marketplace was designed to modernise the way Sydney Fish Market facilitates seafood trading. The platform connects more sellers to more buyers across the country, facilitating trade 24 hours a day, seven days a week, to complement the vibrant daily physical market.