MATORKA
MATORKA
IDENTITY, WEBSITE, TRADE SHOW BOOTH
THE SITUATION
Matorka, an Icelandic Arctic char fishery, is the most sustainable fish farming company in the world. They provide responsibly raised, extraordinary quality Arctic char using some of the world’s most innovative and sustainable land-based aquaculture systems. They were looking to expand their global awareness as a premium option and to position themselves for B2C.
THE SOLUTION
We helped build a global brand that – through words, imagery, graphics and experiential design – tells the story of this extraordinary fishery to chefs, restaurants and grocery customers across Europe and the US. The new identity system celebrates the brand’s unique Icelandic story and its world-class fish.
THE EXECUTION
The identity system is elegant and engaging. Sophisticated letterforms are distinctly Icelandic, expressed in a deep teal representing the combination of Iceland’s life-giving water and striking landscape. The brandmark’s textural arctic char imprint is inspired by Matorka’s hand-raising of the fish and its associations with Gyotaku, the ancient Japanese printing art of printing fish that is both an art form and a scientific illustration. And photography is rugged and romantic, always capturing the colors and the feel of the wild Icelandic landscape.
THE RESULTS
Matorka’s repositioned brand expanded the business into B2C via a new distributor partnership with Fresh Direct.
IMAGES © TRINITY BRAND GROUP