The Fish Scale
Client: The Fish Scale
Year: 2019
The Fish scale is an Italian fishing brand based near Milan created in 2017, that aspires to become an international and specialized shop for fishing gear. From sea fishing, to fresh water fishing all the way to predatory fishing and carp fishing; The Fish Scale wants to be there for you to make every kind of fishing, easy and accessible for everyone.
The design of the brand identity has a vintage mood, created thinking about the "into the wild" feelings you get while you're immersed in the nature; Since the letter S has a very important meaning for the founder of the brand, it has now an important role even inside the logotype; when the full version can't be used, the single letter will become the alternative. The ending of the letter has been modified to look like a fishing hook and create an immediate visual connection with the whole brand.
