Having worked with Atlantika, one of the world’s largest deep sea fishing companies for the past four years, we were recently given a new design challenge that ended with an unusual twist. As Sturri Haraldsson at Atlantika best explains…
“The distinctive fish pattern graphic Carter Wong created for our industrial fish boxes has become a big part of our identity and is something that our customers, espcially in the fish and chips industry, have come to recognise as ours. If you go into one of the enormous cold stores our product really stands out, it almost shouts at you! Therefore we wanted to expand on this.
The heartland of the UK fish industry can be found on Humberside where the trucks that deliver our fish are stationed. We thought it would be interesting to livery one of the trailers that delivers our fish nationwide with our prominent fish graphic, as it was a quirky and memorable way to create awareness of our product and, of course, our brand. The trailer is also constantly on the road and therefore gets noticed throughout the UK- an effective way to fly our flag, and a reminder that we are a leading supplier of fresh Frozen at Sea cod and haddock”
What we hadn’t quite accounted for however, was the kinetically visual shoal effect with the lorry in motion- something we’d call a ‘happy accident’ in graphic terms. But, in its own way, it transforms an already distinctive design into one most definitely fit for purpose.