Overview:
Located in Progreso, Yucatan, Comercial Oceánica has been since 1994 a trusted leader in the trade and export of high-quality seafood, serving clients across Mexico, the United States, Canada, and Asia.
But with time came growth, reflection, and a new strategic direction, following a recent business realignment and strategic planning process, the company recognized a clear disconnect between their evolving vision and their existing brand. The name and visual identity no longer reflected their values or ambitions, and felt outdated in a competitive, fast-moving market. It was time for a transformation.
The Challenge:
The owners chose to rebrand as Ocean Kay, a name that pays tribute to Yucatán’s Mayan heritage, “kay” meaning “fish” in the Mayan language. But the challenge wasn’t just a name change, but to design a new brand identity that felt bold and modern, so instead of relying on overused and expected graphics like glyphs or overly traditional Mayan symbols, they wanted the new brand to feel fresh, dynamic, and aligned with their commitment to sustainability.
The goal was clear: create a brand that reflects both their deep connection to the sea and their forward-thinking business model, while standing apart from competitors in a crowded seafood industry.
The Outcome:
I designed a visual identity centered around a symbol of balance, a visual echo of the yin-yang, crafted with ocean waves to reflect the idea of constant renewal. It’s a tribute to the sea as a generous, life-giving source, one we must protect to sustain it, representing a conscious cycle: we take from the ocean, but we must also give back.
From this core, a complete visual system was developed, wave-inspired graphic elements create rhythm and motion across applications, reinforcing the brand’s sustainable mission while giving it a fluid, modern look, while a vibrant color palette, inspired by the early morning horizon, like a nod to the fishermen who set out at dawn, breaks away from the category’s overused blue tones.
Paired with a clean, modern typography and an authentic fresh product photography that complete the brand’s desired image: confident, sustainable, and ready for global waters. The result is energetic, optimistic, and deeply rooted in purpose.
branding branddesign visualidentity branddesigner brandidentity graphicdesigner designer logo logodesigner brandcollateral packaging packagingdesign brochuredesign…Overview:
Located in Progreso, Yucatan, Comercial Oceánica has been since 1994 a trusted leader in the trade and export of high-quality seafood, serving clients across Mexico, the United States, Canada, and Asia.
But with time came growth, reflection, and a new strategic direction, following a recent business realignment and strategic planning process, the company recognized a clear disconnect between their evolving vision and their existing brand. The name and visual identity no longer reflected their values or ambitions, and felt outdated in a competitive, fast-moving market. It was time for a transformation.
The Challenge:
The owners chose to rebrand as Ocean Kay, a name that pays tribute to Yucatán’s Mayan heritage, “kay” meaning “fish” in the Mayan language. But the challenge wasn’t just a name change, but to design a new brand identity that felt bold and modern, so instead of relying on overused and expected graphics like glyphs or overly traditional Mayan symbols, they wanted the new brand to feel fresh, dynamic, and aligned with their commitment to sustainability.
The goal was clear: create a brand that reflects both their deep connection to the sea and their forward-thinking business model, while standing apart from competitors in a crowded seafood industry.
The Outcome:
I designed a visual identity centered around a symbol of balance, a visual echo of the yin-yang, crafted with ocean waves to reflect the idea of constant renewal. It’s a tribute to the sea as a generous, life-giving source, one we must protect to sustain it, representing a conscious cycle: we take from the ocean, but we must also give back.
From this core, a complete visual system was developed, wave-inspired graphic elements create rhythm and motion across applications, reinforcing the brand’s sustainable mission while giving it a fluid, modern look, while a vibrant color palette, inspired by the early morning horizon, like a nod to the fishermen who set out at dawn, breaks away from the category’s overused blue tones.
Paired with a clean, modern typography and an authentic fresh product photography that complete the brand’s desired image: confident, sustainable, and ready for global waters. The result is energetic, optimistic, and deeply rooted in purpose.
branding branddesign visualidentity branddesigner brandidentity graphicdesigner designer logo logodesigner brandcollateral packaging packagingdesign brochuredesignWW…