Seremoni Fish

Creech have designed a new visual identity for Seremoni Fish. Typefaces used are Basel Grotesk from Optimo, and Store Norske Gangster from Skriftkompani. The logo is based on the Latin part of Hina Mincho, with a fishtail added to the O.

Creech write in their Instagram post:

Why is the fish at your favorite sushi bar so delicious? It starts with how the fish was processed. Most fish in Japan are harvested using the ike jime method. An artisan technique developed hundreds of years ago that humanely processes fish at the moment of catch and results in remarkable flavor and texture. Almost none of the fish we eat in America, even at high end fishmongers, is handled this way. The result is that fish start to develop fishy flavors while they’re on the boat. Up to a third of potentially saleable fish never make it to the plate. Seremoni is a company with a deep reverence for Nature and a goal to help independent American fishermen make the most of their catch while reducing waste. They’ve created a technologically advanced method of ike jime that will introduce more of us to truly exceptional seafood that doesn’t come with an extractive mindset.

Further credits:
Photographer and Director: Lucia Bell-Epstein and Laird and Good Company
DP: Andrew L. Price
Fish footage: Geoffrey Knott
Food stylist: Pearl Jones
Prop stylist: Sophia Eleni Pappas
Illustration: Fried Cactus Studio