Creech’s brand for Seremoni is a whole other kettle (and quality) of fish

If there’s one thing that’s most important to the team at Creech, it’s creating a simple creative platform for all of its projects. This approach was no exception when it came to the creative studio’s new identity for the industry-challenging fishing brand, Seremoni. “Ideally, we get that platform down to just a few words,” says co-creative director Griffin Creech, “for Seremoni, our brand platform is ‘Beautiful Fish’.”

Seremoni, which fishes across the USA, has positioned itself as the best-of-the-best for quality fish, proposing a new grade above sushi-grade – Seremoni-grade. It follows the Japanese ‘Ike Jime’ method of harvesting fish; traditional and artisan, the humane approach – uncommon across the Western world – minimises the fish’s stress, improving its flavour and quality. To champion this uniqueness and bring awareness to the methodology, Creech approached the brand’s design with quality and sustainability as its cornerstones, signalling the benefits of its taste and lack of waste.

The identity carefully balances an emotional and rigorous feel. Charming illustrations and tactile print finishes encourage a warm tone that embodies the brand’s flavour and fervour, alongside a rational typographic approach that highlights the expertise behind the enterprise – albeit with a human touch. “The headline serif, Gangster by Store Norske Skriftkompani, offers a modern take on humanist fonts,” co-creative director Ashley Jones says, contrasting the typeface’s softer forms through the inclusion of Optimo’s Basel Grotesk as the secondary sans serif. “These choices contribute to the brand’s warm, intelligent feel,” she adds, avoiding a stark, startup aesthetic – a feat achieved further through the introduction of Aron Leah as the brand’s illustrator.