Logo design
Oceania Select is a Melbourne based seafood company with Japanese heritage. Established in 1983, the family business was looking to refresh their brand aiming to a younger generation and for the launching of their online delivery service business.
To avoid creating another stereotype fish logo, a shrimp was chosen because it is Australian's second favourite seafood. The new logo promoted a bold design alongside a bright colour palette to capture the younger audience’s attention. As well as standing out from the traditional blue logos for seafood businesses.
Client: Oceania Select
Year: 2017
![](https://static.wixstatic.com/media/59fb15_a6720557bb1140e98d4b90cdc38434cd~mv2.png/v1/fill/w_88,h_70,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/59fb15_a6720557bb1140e98d4b90cdc38434cd~mv2.png)
Logo concept
Extracted the letter O from Oceania as the background along with a shrimp drawn in S shape to represent initial S for Select.
![](https://static.wixstatic.com/media/59fb15_a8eab3a2b4a742e49f450b458db5e726~mv2.png/v1/fill/w_81,h_65,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/59fb15_a8eab3a2b4a742e49f450b458db5e726~mv2.png)
Texture and shadow in detail
![](https://static.wixstatic.com/media/59fb15_ea86805f16bb497f8add9fc93b313a9f~mv2.png/v1/fill/w_57,h_64,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/59fb15_ea86805f16bb497f8add9fc93b313a9f~mv2.png)
![](https://static.wixstatic.com/media/59fb15_03e3004cffd243219e8cacc31cac0c40~mv2.png/v1/fill/w_65,h_57,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/59fb15_03e3004cffd243219e8cacc31cac0c40~mv2.png)
![](https://static.wixstatic.com/media/59fb15_5beaad90002e46109da802f728b52b2e~mv2.png/v1/fill/w_74,h_20,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/59fb15_5beaad90002e46109da802f728b52b2e~mv2.png)
![](https://static.wixstatic.com/media/59fb15_38b160d261b1464cbf85c7fa76e73af1~mv2.png/v1/fill/w_71,h_23,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/59fb15_38b160d261b1464cbf85c7fa76e73af1~mv2.png)
Letter O from Oceania as the background plus Japanese 'Umi' written like moving waves. 'Umi' means wave in Japanese
Wave background in O shape to represent the initial O from Oceania, along with a hand drawn shrimp in S shape to represent the initial S for Select.
Other concepts
![](https://static.wixstatic.com/media/59fb15_3e8f9d10940c43ceae1c3e04079c478f~mv2.jpg/v1/fill/w_147,h_98,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/59fb15_3e8f9d10940c43ceae1c3e04079c478f~mv2.jpg)