The core of this brand design reflects the product itself: wild northern deep-sea fish. The brand comprises a product line with nine types of fish, each of them with its own characteristics. Based on this, a visual system was developed which shows recognisable visual elements of those types. An original typeface was created with an alternative set which is linked to individual features of the species. For cod, for example, such a feature is their chin barbel, which can be seen in the letters of the title as well as in the fish sign. Every type of fish in the product line has its personal sign, logo, unique graphics and colour.