Big Fish or the way we redesigned «Fishing stories».
The Icevita is a company producing inexpensive «delicacies» for «man to have a good time». Herring, anchovy, the capelin, a vobla, a rudderfish — what else can make a perfect snack for a male company. And where is a noisy company, there is a lot of fishing stories and baizes, who had hooked a bigger fish.
Old packaging design of the brand had the mass of drawbacks. The major one – the information overload caused a poor brand identification among the consumers and that means that the company could forget about the loyalty to the brand.
We knew what were the main features that made a brand personality in the fish products category and that the logo had to become a key communicator here. Therefore we gave it a special place. Searching for the hero for a logo was a whole process, after all it had to become a key figure, image of a brand and to bear the main communication — harmless boasting and narrating funny fishing stories.
The fisherman against a big whale became the main image of a brand. To «create» the fisherman’s world and show that behind fishing is a lot of hard work, we implemented some details carrying the parts of this world into design such as wood, images of nails and nets. All fonts and logo are executed as is if they were painted through a cliché on a wooden surface.
We hope soon having served «fishing stories» products noisy cheerful companies will often gather together to share a new incredible story.
