Haworth Fish Co.

Objective
Haworth Fish is a San Diego fishing company owned by Nick Haworth, third-generation tuna fisherman. Specializing in Ahí Tuna, Haworth Fish has rapidly grown during the pandemic following the decision to start delivering raw fish direct to consumers instead of solely restaurants, who have been struggling to stay open. In order to re-target the customer base from restaurant owners and chefs to consumers, we developed a new customer profile. The typical Haworth Fish customer is between the ages of 25-50, values locally sourced ingredients and appreciates fresh, organic ingredients. This type of customer is likely savvy with social media and is likely to value design and easy usability. 

Solution
The approach to the new brand identity is rooted in Southern California’s laidback surfer style, with a quirky approach to the logo and typography inspired by vintage beach posters & wharf signs. A dynamic logo system was created for multiple uses such as collateral, website, packaging, apparel, and more. The logo features a charming mascot of a surfer/fisherman holding a big tuna like a surfboard. The nautical color palette is complemented by a pop of gold inspired by sun rays. Altogether, the effect is a brand that stands out from competitors and establishes itself as new and innovative.

Haworth Fish Co.

Objective
Haworth Fish is a San Diego fishing company owned by Nick Haworth, third-generation tuna fisherman. Specializing in Ahí Tuna, Haworth Fish has rapidly grown during the pandemic following the decision to start delivering raw fish direct to consumers instead of solely restaurants, who have been struggling to stay open. In order to re-target the customer base from restaurant owners and chefs to consumers, we developed a new customer profile. The typical Haworth Fish customer is between the ages of 25-50, values locally sourced ingredients and appreciates fresh, organic ingredients. This type of customer is likely savvy with social media and is likely to value design and easy usability. 

Solution
The approach to the new brand identity is rooted in Southern California’s laidback surfer style, with a quirky approach to the logo and typography inspired by vintage beach posters & wharf signs. A dynamic logo system was created for multiple uses such as collateral, website, packaging, apparel, and more. The logo features a charming mascot of a surfer/fisherman holding a big tuna like a surfboard. The nautical color palette is complemented by a pop of gold inspired by sun rays. Altogether, the effect is a brand that stands out from competitors and establishes itself as new and innovative.

Haworth Fish Co. 

Objective
Haworth Fish is a San Diego fishing company owned by Nick Haworth, third-generation tuna fisherman. Specializing in Ahí Tuna, Haworth Fish has rapidly grown during the pandemic following the decision to start delivering raw fish direct to consumers instead of solely restaurants, who have been struggling to stay open. In order to re-target the customer base from restaurant owners and chefs to consumers, we developed a new customer profile. The typical Haworth Fish customer is between the ages of 25-50, values locally sourced ingredients and appreciates fresh, organic ingredients. This type of customer is likely savvy with social media and is likely to value design and easy usability. 

Solution
The approach to the new brand identity is rooted in Southern California’s laidback surfer style, with a quirky approach to the logo and typography inspired by vintage beach posters & wharf signs. A dynamic logo system was created for multiple uses such as collateral, website, packaging, apparel, and more. The logo features a charming mascot of a surfer/fisherman holding a big tuna like a surfboard. The nautical color palette is complemented by a pop of gold inspired by sun rays. Altogether, the effect is a brand that stands out from competitors and establishes itself as new and innovative.

Haworth Fish Co.

Objective
Haworth Fish is a San Diego fishing company owned by Nick Haworth, third-generation tuna fisherman. Specializing in Ahí Tuna, Haworth Fish has rapidly grown during the pandemic following the decision to start delivering raw fish direct to consumers instead of solely restaurants, who have been struggling to stay open. In order to re-target the customer base from restaurant owners and chefs to consumers, we developed a new customer profile. The typical Haworth Fish customer is between the ages of 25-50, values locally sourced ingredients and appreciates fresh, organic ingredients. This type of customer is likely savvy with social media and is likely to value design and easy usability. 

Solution
The approach to the new brand identity is rooted in Southern California’s laidback surfer style, with a quirky approach to the logo and typography inspired by vintage beach posters & wharf signs. A dynamic logo system was created for multiple uses such as collateral, website, packaging, apparel, and more. The logo features a charming mascot of a surfer/fisherman holding a big tuna like a surfboard. The nautical color palette is complemented by a pop of gold inspired by sun rays. Altogether, the effect is a brand that stands out from competitors and establishes itself as new and innovative.

Haworth Fish Logos
Haworth Fish Brand Guidelines
Haworth Fish Merchandise
Haworth Fish Packaging