Fresh Fish is a fish farm based at Pelješac peninsula in Croatia. It is located on the north side of the peninsula, in the bay of Bezdija, which is known for its untouched nature and clean sea. The company was founded more than 25 years ago and today is a well-known producer of high-quality saltwater fish. Our client expressed a desire to improve their outdated visual identity which was no longer an adequate representation of their brand. The process of creating a new visual identity included a lot of sketching as the most challenging part was to come up with a symbol that is simple, memorable and related to the business. The final result is a modern symbol which aims to invoke a feeling of freshness and purity. Colors are very important for communicating a desired message and the harmony between them has to be considered carefully. Thus we opted for blue hues suggesting high-quality products and hinting at the type of industry our client specializes in. The rounded spaces of the main wordmark font, create an overall dynamic and friendly appearance. The final result is a visual identity that can, on a quick glance, give an individual the impression that the Fresh Fish company is a reliable and professional company providing it’s customers with high-quality products.