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A rebranding project for the Portland Fish Market, this branding system represents the company's values and goals. The logo was inspired by old general store signs since the Portland Fish Market is a new business but is reminiscent of how grocery shopping used to be in the past. The logo references the past, but the typefaces used are modern, and the drawing of the fish is whimsical and friendly to help make the family-owned neighborhood market feel approachable and welcoming.
Note: this was a class project and isn't used by Portland Fish Market