Client
Aqua Maof
Industry
Tech
Skills
Advertising | Visual Identity | Environmental_design | Brand_strategy
Bigger Fish to Fry
Did you know that by 2050, the main source of human sustenance is expected to be fish and seafood? In the “population growth vs. natural resources” tug of war, us humans are outgrowing our own planet by the minute – so questions regarding future grub is on the international menu. AquaMaof’s mission is to supply and sustain society’s future dietary needs, through a controlled, clean and traceable technology. AquaMaof grows fish and seafood in a manmade, smart environment, that spares the oceans and empowers nature – yet their image was still that of farmers who dabble in lab grown food. And so, we dived right in (pun thoroughly intended) to change that.
Farm to Future
There were two main challenges we had to face here: the first being AM’s public image as farmers; and the second is their food’s image. Aquamaof offers its unique environment not only as a service, but as a turnkey product. We sectioned AquaMaof’s activity to three territories: culinary innovation for professional caterers; clean and safe environment for our planet; and healthy food for us all. We realized we had to enhance their produce’s connection to nature, and upgrade their environment’s image from farm to tech; so we began by redefining their positioning, and setting it to Aquaculture Intelligence. At the heart of the brand promise, are sustainability and efficiency, and a strong connection between man and nature.
Fisherman 4.0
The tone of voice for AquaMaof is Fisherman 4.0 – the legacy of a farmer and the means, knowledge and tech of an innovator. We then created an aesthetic visual language, dominated by deep blue and bright orange, colors of deep sea and warm, human technology – remember the meeting point we talked about earlier? Here it is. The logo shows the company’s initials, A and M, and resembles a fish head shooting upwards – a nod to the Hebrew part of their name, Maof, which translates to both ingenuity and flight. With pure love for what they do, immense capabilities and a passion for a better natural environment, AquaMaof’s essence, The New Future (of Aquaculture) lives up to its brand promise.
