Background:

Small World Seafood is a purveyor of fresh and frozen seafood in the Callowhill neighborhood of Philadelphia. In addition to their storefront, they run a mobile order-ahead delivery service where they bring customer orders to specific stops in their neighborhoods at certain times using a refrigerated van. They have built a loyal following over the past few years.

Challenge:

Andiamo Studio approached Small World Seafood with a vision to give their brand a cohesive identity. While they’ve had great success with their delivery service, mainly from word of mouth, we felt that they would benefit from a stronger identity as they begin to expand in other retail locations.

Solution:

The logo we developed is a badge featuring a hand-drawn slab-serif typeface surrounding a bonefish with the letters “SW” in the bones. We felt that building off of the brand equity already created with the previous bonefish design, combined with creating a cohesive, human, vintage-esque style would be the best approach. In addition to the logo, we also created a number of mockups for different brand touchpoints like the van, apparel, and product packaging.