When Connie Papafotiou joined KB Seafood Co, she didn’t expect to be leading a brand launch within a few short years. But that’s exactly what happened. As Marketing Coordinator, she found herself at the centre of Blue Wave’s creation—a high-energy, deadline-driven project that demanded creativity, focus, and quick decision-making.

Fresh out of university with a commerce degree, Connie joined KB Seafood Co four years ago. It was her first full-time role, and she was immediately drawn to the pace and variety of the seafood industry. “Seafood is such a fast-moving industry—things are constantly evolving. It was the perfect environment to learn, grow, and be part of something real,” she reflects.

At KB, she quickly found herself wearing multiple hats—managing content across social media, maintaining the company websites, and supporting marketing efforts across the wider business. But the launch of Blue Wave presented something altogether different: a blank canvas and the opportunity to build a brand from scratch.

That curiosity and drive soon positioned Connie at the heart of one of KB’s most ambitious undertakings: the creation and launch of Blue Wave.

From Concept to Creation: Launching a Brand

Launched in 2024, Blue Wave became KB’s dedicated foodservice brand—offering high-quality, value-led seafood to chefs, caterers, and hospitality professionals. More than just a new product line, Blue Wave was the strategic consolidation of several legacy ranges and sub-brands into a single, focused identity.

“We had great products already on the market, but they were scattered across different labels, formats, and messages,” Connie explains. “Blue Wave was about bringing everything together—one strong brand, one clear promise to the market.”

Connie played a central role in designing the brand’s visual identity, overseeing the development of packaging, point-of-sale materials, and digital content. She worked closely with the broader team—including design, supply chain, NPD, and sales—to ensure every element stayed on track.

A pivotal moment came when the first packaging arrived. “It was nice to see the physical packaging after months of creating and designing everything,” she says. “All the packaging was consistent across the multiple products—it really made it feel real.”

A few weeks later, Blue Wave was featured at the Fine Food Show in Melbourne. “That was the first time we really saw how well the brand was landing,” she says. “The feedback was so positive, and there was a real buzz around the stand. It felt like all the hard work had paid off.”

A Cohesive Look, A Clear Voice

Among Connie’s proudest achievements is the consistent and recognisable identity of the Blue Wave brand. From bold blue packaging to a clean, confident tone of voice, every element was developed with purpose.

“The whole identity was designed to feel fresh, different and aligned across all touchpoints,” she says. “We wanted foodservice customers to look at a Blue Wave box and instantly know what it stood for—quality, value, and consistency.”

That clarity has helped Blue Wave build momentum quickly in a competitive market, giving KB’s foodservice team a single, unified offering that customers can navigate with confidence.

Blue Wave’s design system now spans a large and growing product range, drawn from across KB’s extensive portfolio. Whether on a delivery docket, in a customer catalogue or stacked in a freezer, the visual identity is clear, distinct, and built to last.

Meeting the Challenge

The launch came with its share of challenges. For Connie, the biggest was managing the intense timeframes. “There were so many moving parts—from packaging and marketing materials to everything that needed to be ready by the deadline,” she says. “It was definitely full-on, but we made it work.”

That experience pushed her to stay organised, prioritise effectively, and rely on the strengths of the team around her. It also gave her a new appreciation for the scale of what’s involved in bringing a national brand to market.

“It was a lot to manage, especially having never done anything like it before,” she says. “But you just keep going—one step at a time—and suddenly you’ve launched a brand.”

A Standout Product with Personality

Ask Connie to name her favourite Blue Wave product and the answer is immediate: “The Prawn Cones. They taste incredible, and they’re packed with real prawns. It’s just a fun, unexpected product that really reflects what Blue Wave is all about—quality products.”

The sense of pride extends beyond product preferences. “It definitely felt like a big achievement,” she says of seeing the brand on display. “All the hard work over the previous 6–8 months really paid off. Seeing it all come together at such a large, well-known event was incredibly rewarding.”

She also notes how meaningful it was to see team members across the company rally behind the project. “Everyone pulled together to make it happen. From design and production to the sales teams and logistics—it was a genuine team effort.”

Building on Momentum

Looking ahead, Connie is focused on supporting Blue Wave’s next phase of growth—strengthening brand awareness, maintaining consistency, and helping customers connect with the range.

“There’s so much potential,” she says. “We’ve laid the foundation. Now it’s about continuing to deliver and refining how we present the brand to our customers.”

Connie Papafotiou has proven what’s possible when energy meets opportunity. From her first marketing position out of university to helping launch an entire brand, she’s already made her mark—and the story is just getting started.