This project involved creating a fictional pet store and branding everything including the store name, color scheme, logo, collateral, in-store signage, packaging, and promotional items. Aquaspecere is an upscale pet store specializing in the supply of exotic sea creatures. I developed the name by creating a list of terms that relate to water. Aqua means “water,” and specere is the root word for perspective and means “view.” The colors match the aquatic nature of the brand. The logo is an abstract of shapes that resemble seaweed, flowing water, and a lionfish combined. And Waters Titling has slightly waisted stems and concave serifs which tie the typeface in to the logo and its imperfect forms.