Small World Seafood is a purveyor of fresh and frozen seafood in the Callowhill neighborhood of Philadelphia. In addition to their storefront, they run a mobile order-ahead delivery service where they bring customer orders to specific stops in their neighborhoods at certain times using a refrigerated van. They have built a loyal following over the past few years.

Andiamo Studio approached Small World Seafood with a vision to give their brand a cohesive identity. While they’ve had great success with their delivery service, mainly from word of mouth, we felt that they would benefit from a stronger identity as they begin to sell products in other retail locations.

The logo we developed is a badge featuring a hand-drawn slab-serif typeface surrounding a bonefish with the letters “SW” in the bones. We felt that building off of the brand equity already created with the previous bonefish design, combined with creating a cohesive, human, vintage style would be the best approach. In addition to the logo, we also created a number of mockups for different brand touchpoints like the van, apparel, and product packaging. Our goal was to develop assets that would feel right at home in both the city and on the docks.