Zeevishandel ‘t Haventje is a widely renowned fishmongers based in Vlaardingen in the Netherlands. Following an expansion of their business they came to okellydesign to help update their identity.

The business has been in their family for generations, and is currently run by the two youngest brothers, Marco and Jack Korving. They were initially reluctant to change their logo due to its heritage. It was created by their father and features the fishing vessel of their grandfather, who is actually standing on the bow in the image used (shown on last slide). I explained that a more contemporary interpretation could still remain faithful to their history, while giving them something that they could actually use across all their required applications.

So, I recreated the logo from scratch, taking the key elements and reinterpreting them for the current generation, as well as for current print and screen considerations. I also created a color palette for the brand, which aptly takes its cues from the source of their business… the North Sea. The typeface chosen is Elzevir from the Dutch Type Library, a leading Dutch type foundry. It is a modern serif typeface with plenty of character, and remains true to the heritage of their former identity.

Following on from the identity I designed a new suite of stationery for the business, comprising the standard letterhead, business cards, notecards and envelope. Simplicity and legibility were the paramount concerns here, though it was still important to get across the personal nature of the brothers approach, and their care with the fish and their customers. To show this quality I added a number of little details in the typography and in the layout which get across an attention to detail and care for them.

Lastly, I created a custom brand pattern for the business, a contemporary depiction of the North Sea. It was designed to be easily reproduced across various media, and to be able to form the basis of packaging and an upcoming website for the business as well. It is placed on the reverse of the letterhead and notecards. When they are held up from the surface (of a table) the pattern shows through and frames the type area.

Overall it was very well-received, and the identity refresh has garnered many positive responses from their customer base and opened this special fishmongers up to a wider audience.