The client always wanted a puffer fish as the main focus point of this project. In order to play up the ‘attitude’ angle of the brand, the fish was to be void of emotion or portrayed with a slight look of anger and/or unhappiness (“a pissed off expression.”) and in ‘puff mode’ ie: inflated. As the logo was to be reproduced on a variety of media and fabrics, it needed to be as graphic as possible. Color was kept to a minimum for further ease of recognition. The original logo featured a distressed font and tagline but in subsequent versions, once the brand was established, needed to stand on its own without them.
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