Sydney Fish Market is celebrating a new era for Australia’s Home of Seafood, launching its new brand strategy, voice, and identity created by Interbrand. 

The brand launch recognises the legacy of the world’s third biggest fish market, and the deepening connections between people and the sea. It also signals the market stepping into its role as an iconic destination ahead of the 2024 unveiling of its new premises.

The iconic, wave-shaped roofline of the new building is the basis of the new brand identity, and acts as a metaphor for the rising tide and energy of the ocean. The flexible system is designed to adapt to the different audiences, experiences, and stories of the market.

Sydney Fish Market CEO Greg Dyer said: “Sydney Fish Market has more than 70 years’ experience and expertise in large-scale, high-quality seafood trading, during which time it has played a significant role in growing 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 first opening at our current location at Blackwattle Bay in 1966. And now, with the launch of our new branding, we step into a new chapter of Sydney Fish Market.”

Interbrand AUNZ CEO Nathan Birch said: “This new brand, like the organisation it represents, is inspired by and respectful of the market’s storied past, the custodians of the oceans and waters, and the lives and livelihoods of the people who depend on the sea.

“It’s also a brand equipped to evolve, with the depth and flexibility to work online, in retail, on boats, and as a space and destination brand becoming of a Sydney icon.” 

The market’s physical transformation continues to progress, with the NSW Government reimagining the iconic site to create a Sydney Fish Market for the future with world-class facilities, set to open in 2024. The facility will be purpose built, and a major food and dining attraction on Sydney’s inner harbour.