Logo and brand book for the chain of stores "Chukotka salmon". How an iceberg became a symbol of northern taste

Shouldn't we sing a song... About the favorite chain of stores "Chukotka salmon". The chorus would be, "And only you, the fish of my dreams!" Our client is engaged in the production and sale of northern delicacies. In the range - classic salmon and dried sockeye. Thanks to the products of the customer, Chukotka can be called the gastronomic center of the North.

The company's stores operated in Anadyr, but plans included expanding across the country and opening points of sale at airports. That's where we got to work.

Logo and symbolism

Started with the logo. We went through a lot of ideas: fish, waves, northern symbols. But all of a sudden we hit something -- it was an iceberg. He won - an accurate, bright and noticeable symbol of Chukotka.

Brand book

The logo inspired us to choose a color combination for the brandbook. Approved a dark blue palette with the addition of silver. Airport shops are not tents with vobla on the market - they have to be stylish. 

Over time, the company expanded. There was an updated line - meat. It included game dumplings, venison in chocolate and bear pate. It was necessary to visually distinguish between meat delicacies and fish. If the second we had blue, then for the first picked up a dark maroon.

Also developed a series of packages: bags, cans, thermal packaging and gift boxes. 

"Chukotka traditions"

When customers saw how accurately we work with form and meaning, they entrusted us with the development of the Chukchi Traditions brand. Underneath it come products of local producers, including "Chukotka salmon". 

The project even had to be coordinated at the regional administration level. 

What has been done:

• logo with an allusion to national ornaments;
• white and red colors, referring to the clothing of indigenous peoples;
• embroidery on the apron, forms and souvenir design as a gift.

We have developed visual solutions for two strong brands. The iceberg on the package has become a recognizable symbol of northern taste. If you see a store with a Chukchi flavor at the airport, know that this is our job. Check out a can of bear pate.

After the project, we continued to support the Chukchi salmon team: we checked the layouts of pavilions, refrigerators, gave consultations and helped adapt the design to different formats. We had a warm friendship. 

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