Visiting local food stores can often feel like a voyage of exploration, with such a wealth of fresh local produce on display. The identity that I created for Sole and Sea is centred around this idea of variety and discovery.
The letters in the logotype are carefully spaced, with a wide kerning allowing each element to be treated individually, representing a fruit of sea. Though the letters are distanced, they form a strong logotype, where readability is not compromised. The waves running through the text mask the letters, as a reference to the unknown that lies beneath the surface of the water.
The subtle animation version of the logo illustrates the ebb and flow of the tide.