We’ve created original typeface with alternative set that is linked with individual features of the fish. For example, for cod, such a feature is a chin barbel, which could be seen in the letters of the title and in the fish sign as well. Every type of fish in the product line has the personal sign, logo, unique graphics and colour.

Experimental approach and nature have helped us to make it alive to show that fish is really wild. We have placed signs and graphics under the sea water, to let the nature add the final touch to the design. We were surprised that real sea water gives us a variety of abstract graphics, which everyone can find their own association. The fish sign becomes alive and graphics start to look like the sea element, wild nature, aurora borealis, fish skin, ice, waves and so on.

The core of identity is reflecting the product itself – wild, northern, deep-sea fish. The product line includes 9 types of fish, each of them has its own unique features. We have researched all types of fish and developed a visual system that shows recognizable visual and behaviour elements of every fish.