COLE MUNRO

From Canadian waters to a wider world.

Cole Munro, Canada’s largest freshwater rainbow trout supplier, made its US debut at Seafood Expo North America in 2025 with a booth designed by Anna Zhang. The team reported recovering its investment in the experience within the first few weeks after the trade show, gaining new clients and reaching its annual target by Q2. In 2026, they returned with a larger space and a greater investment in the experience.

The challenge: how do you stand out in a sea of blue? The approach considers the whole journey—before, during and after the expo. Build anticipation, invite discovery and conversation, and give visitors something to remember and take home.

A different story with every step.

The entrance turns movement into part of the experience. Angled fins carry two compositions: the message “Your partner for all seasons” and a landscape moving through the seasons. As visitors pass, their viewpoint reveals a different face of the same wall.

The changing image gives a physical expression to the year-round story, while the rhythm of the fins adds depth to the booth’s edge.

A story in every detail.

Wood slats, deep blue accents and illuminated landscape edges give the environment its character. A market-style display puts the packaged product in context, while integrated screens bring the world beyond the booth into view.

Photography, maps and product information carry the narrative across the walls and meeting tables. The postcard station extends that experience beyond the stand: visitors can choose an illustrated view of Manitoulin Island and mail a piece of the lake home.

The experience comes alive with people.

The journey shifts from discovery to conversation. A product display and map-covered tables invite visitors to gather, while the lounge offers a more relaxed setting framed by timber, planting and orange textured panels. The uniform extends the experience beyond the booth. We designed the denim shirts with “We go all trout” across the back: a playful line that catches attention as the team walks the expo and gives other visitors an easy way to start a conversation.

One brand. Many ways to connect.

The completed booth brings landscape, product and hospitality into a connected environment. The lenticular entrance catches the eye; the market, displays and storytelling walls reward a closer look; the lounge and postcards give the encounter somewhere to go.

Across these touchpoints, the design makes Cole Munro’s Canadian origins and all-season story something visitors can see, explore and take away.

From a first impression to a reason to partner.

The sales deck brings the same Canadian story into the buyer conversation. Across 25 slides, it moves from people and place to product, competitive advantage and trust—giving the brand an expression that works beyond the exhibition floor.

Deep navy, coral and generous serif typography connect the material. Photography establishes the setting; clear product diagrams and structured proof points give the conversation substance.