Untangling the fishing industry with Blue Lobster

Blue Lobster is a smart peer-to-peer digital platform that connects fishers and fishmongers with consumers by allowing users to see where and when fresh fish is available. With the new identity, Blue Lobster wanted to create a feeling of local pride and connection while also embodying modern and professional values. Taking its visual cues from the hand-painted registration codes found on Danish fishing boats, Blue Lobster’s new identity places the fishermen at the centre. The visual identity puts Blue Lobster in the role of mediator, directing attention to its sustainable peer-to-peer model. The identity, like the local harbour itself, is simple, honest and industrious.