As one of the world’s largest seafood suppliers, the Japanese company Maruha Nichiro aims to communicate its responsibility towards our natural resources. In the concept “take a moment, think about that”, posters visualise the beauty of nature using a series of fascinating photographs. A corporate identity was created around this striking imagery which reinvented the brand within a short period. The central elements of the corporate design are solid colour bars, suggestive of prohibition signs, which are placed provocatively across the photography, half-obscuring it. This surprising effect compels viewers to stop and reflect.