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. 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.