The new generation of seafood
Visual identity for Hooked Foods
The assignment
Brand guidelines
Visual identity
Let's talk about Hooked!
With ambitious expansion plans and an ever-increasing product portfolio, Hooked Foods wanted to take the next step. We at Byn were tasked with refining their existing graphic profile and creating a long-term, sustainable visual identity to support Hooked’s growth journey – to become the leading brand in plant-based fish and seafood.
The result was a bold and playful identity, with a distinct human touch.
The primary typeface remains a script, but it now has a clearer, more human touch that permeates the entire visual identity.
As a complement to the script, we use Milligram for enhanced legibility. Milligram is a bold yet playful sans-serif, which creates a confident contrast with the script and the logo.
The colour palette comprises four colours, with Hooked Blue being the “hero” shade. The palette has a clear association with the sea, sustainability, and food, and has been developed to work effectively in both digital and physical environments.
Smart but crumbly and delicious are the guiding principles for the new visual style. There should be something that ‘disrupts’ the overly perfect, like cheese dripping from the sandwich or someone having already taken the first bite. A large dose of playfulness and a clear human touch.
Visualising natural imagery, particularly seascapes, is an inherent part of Hooked’s communication. To create an engaging visual composition, images where light and movement (for example, through waves) are prominent features are favoured.
Hooked are now launching new products, with their salmon variant, Salmoonish, as the main feature. Presented in stylish packaging!