The letter mark was inspired by fishing. Turning the hook and string into the letter R for Rex's to bring a more sophisticated feel to the overall company.

Each wall piece is inspired by an old tell of a fisherman encountering a fish that isn't like any other fish. 

For the packaging I wanted to keep the concept going with a " fisherman's Tell". each fish sold at the market would be wrapped in a story about the high seas then a band would be placed with the fish they bought.