Agency - Ogilvy Honduras
Yoro, Honduras: stage of one of the rarest meteorological events – the rain of fish.
It’s happened every year, during the last century. Locals call it Lluvia de Peces (Rain of Fish). Regal Springs took the opportunity to create a predictable, sustainable and profitable business partnership with the townsfolk, based on this natural phenomenon called “Heaven Fish”. An official designation of origin which allows Yoroans exclusive rights to the sale of these fish. To deliver this one-of-a-kind product, we created a design that could portray Yoro’s history, culture and the uncanny rain of fish. More than a brand, Heaven Fish became a symbol of prosperity. Our main icon not only resembles the miracle, but our halo highlights the cycle of rain, harvest, packaging, sale.
As also, each color came from an specific inspiration from the town. We gave special designed equipment to each of our partners, the townsfolk who gather the fish from heaven. Finally, since fans of the brand appeared, the equipment also became merch. The merch of the iconic fish under the halo, is available throughout Honduras and airport shops across Latin America. Thanks to this new economy, Yoro’s community keeps thriving and is able to secure a stable future as long as its land keeps getting blessed with this event.
Our impact, not only was displayed on catching the fish, but also on field. Our packaging is made from recycled banana leaves handwrought made by a local endeavor. The packaging also manages to have the signature of our secret seasoning, our partners. Heaven Fish’s product line has expanded into packed sardines, and marinated fish fillets with locally harvested ingredients which gave birth to a new variety of product line.