The Fishmonger Re-imagined — The Sea, The Sea is a little different from the typical fishmonger as they transform from daytime fishmonger to chic seafood champagne bar at dusk.

The main challenge when creating The Sea, The Sea new brand identity was to translate its unique and contemporary concept into an elegant and unconventional design. We took inspiration from both the traditional British and Japanese fishmongers, combining minimalism with earthy and natural textures, placing green as the central colour.

The usage of silver refers directly to the fish scales. Named after a Paul Valery’s poem reading “La mer, la mer, toujours recommencée!”, we wanted to explore the theme of the sea in a subtle and poetic manner, relating to a letter sent in a bottle, into the sea.

Therefore, we created a bespoke handwritten logotype and played with textured, weathered, and recycled papers for the stationery and packaging.

This chef-led fish shop can be found on Pavillion Road, Chelsea.