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The core of identity is reflecting the product itself – wild, northern, deep-sea fish. Product line includes 9 types of fish, each of them has its own unique features. Every type of fish in the product line has the personal sign, logo, unique graphics and colour. Experimental approach and nature helped us to make it alive, to show that fish is really wild. We have placed signs and graphics under the sea water, that gave us a variety of abstract graphics, which everyone can find their own association, like the sea element, wild nature, aurora borealis, fish skin, ice, waves and so on.