Borealis (Latin for northern, cold) is a Russian retail brand for wild deep-sea fish caught in the Northern Seas. The redesigned word mark in dark sea blue echoes the colour tones of the key visual. Its blurry, mysterious pattern is reminiscent of waves as well as of shoals of fish. The corporate design was developed over a period of three years, resulting in plenty of interesting material. A company-specific tear-off calendar with 365 pages was produced as a result, also to visualise the complexity of the design process.