Fish Food Collaborative Logo

The way a "brand" looks is often referred to as "brand visual identity", "identity", or "brand image" in the design world.

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When designing the visual identity of a brand, is often difficult to find the converging point where audience, company and style meet.

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We often suggest–and is one of the easiest ways to be successful at this– to listen intently to the people who interact with the brand. These individuals will provide valuable direction as to how that gap can be filled.

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For this particular project, the challenge was to find the correct balance between something elegantly vintage, fun and simple.

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After many explorations we arrived to the result of utilizing a geometric typography combined with dark and sober colors such as gold, khaki, dark green and mint.

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These colors complemented the monogram so well, and transported the audience to a vintage era while being fun and approachable.