In 2018, TORKE CC won the pitch to lead Riberalves’ brand communication, including the launch of its Ready to Cook cod and a full brand and packaging redesign.

Alongside the campaign “Ready to Taste Good”, a sitcom-inspired narrative about a typical Portuguese family, we also redefined the brand’s visual identity and packaging system. The rebrand introduced a clear and distinctive way of categorizing cod by Traditional Portuguese Curing Time, making a previously inaccessible quality factor visible and easy to understand for consumers.

The new identity reinforced cod as Portugal’s true hero fish: 100% wild, rich in protein, deeply rooted in national culture, and present on tables across the country. Rolled out across TV, outdoor, digital and retail, the work modernized a heritage brand while respecting the product’s cultural and emotional relevance.