Similar to the popular “farm to table” concept, Excelseaor imports seafood from Latin America directly to high-end U.S. restaurants, bypassing the “middleman” distributor. Excelseaor required a visual identity to emphasize the “ocean to table” concept that distinguishes it from other seafood importers. At its inception, Excelseaor was focused primarily on importing shrimp but wanted an identity that would allow for expansion into other seafood products.

The brand ecosystem:
The visual identity integrates imagery of the ocean, seafood and dining into a cohesive system consisting of the brand mark, iconography, photography, and color palette. This system is oriented to serve Excelseaor's brand promise of offering high quality seafood harvested from clean waters directly to restaurants.

typography:
Primary font: Friz Quadrata
Reserved exclusively for displaying the company name in the logo, the serifs of Friz Quadrata echo the tines of the trident, unifying the company name with the brand mark.

Secondary font: Open Sans
A free Google font, Open Sans appears in the tag line of the logo and on the company website; it can also be downloaded for use by all staff for business communications.

PHOTOGRAPHY:
The key in the brand photography is contrast. Cool blues and aqua colors of clean ocean waters and cloudless skies juxtaposed with the warm, enticing tones of seafood, sun, candlelight, and cooking flames tell Excelseaor’s story of delivering fresh seafood directly to restaurant clients to help them create a memorable culinary experience for diners.

You might also be interested the rebranding I executed for ITEA:
https://tinyurl.com/y8bkxbod