A branding that we did for a fish deli that became the city legend and the fish lovers hot spot.
Our task was to create a fish and seafood shop brand from scratch. The company had already been selling the fishery products through the mass retailers, and now they wanted something of their own, and something very top notch. Naming was our first step, which hand in hand with the client lead us to “МОРЕ&MORE”, which obviously had a little bit of Sea* (*Море (rus.) mO:re = sea), a little bit of fish, and a little bit of more. We added the “Fish deli” tagline to the name, and it became the dominant for the brand orientation.
As we started working on the logo we highlighted the basic element – ampersand, and worked around its variations – rope and fishes. In the “fishes vs rope” battle the latter had no chance, so these two cold bloodedly took over the game and the general brand style. Laconic, isn’t it?
Now who is cute and only eats freshly caught fish? That’s right – a bear. This guy was decided to be the prefect ambassador for our brand.
Море близко = “Sea is nearby” – is short, easy to remember and has MORE to explore. In fact it is our brand’s mission to bring our customer closer to the seaside and seafood by means of the exquisite products assortment and quality service.
Among all the slogans for МОРЕ&MORE’s product lines that were created we would like to mention the one for “chilled fish” section: “Cool by rule. In GOST** we trust.” (**GOST transliterated from the rus. ГОСТ – abbr. for National Quality Standard).
We offered our Client several shop designs. This solution was not the winner, bit we kind of like it better than all the rest: it is neat, light and laconic.
One year later we also did the interior and style for “Fish restaurant where beer is brewed”. The design did take place, the separate brand didn’t. Nowadays it is known simply as “THE FISH RESTAURANT”.