MòR Atlantic Trout is a premium product from the pristine waters of the west coast of Scotland. The name ‘MòR’, meaning ‘more’ or ‘great’ in Scottish Gaelic, was chosen to convey the exceptional size, strength, and quality of these trout—setting them apart from the ordinary.

The brand focuses on its origins. Raised sustainably by the Cannon Family since 1972, these trout benefit from some of the world’s most powerful currents and exceptional water quality on Scotland’s Atlantic Coast.

The positioning ‘Made by Sea’ ties MòR to the powerful beauty of its environment, where the sea influences every aspect of the product. Art direction plays a crucial role in showcasing both the wild, untamed character of Scotland’s coast and the generational legacy of the Cannon family’s fishery. The minimalist packaging highlights the product’s purity, and exceptional quality whilst reinforcing its premium nature.

moratlantictrout.com