When it comes to creativity and innovation, the team at Creech has one guiding principle: to cultivate a straightforward yet impactful creative platform for all their projects. This philosophy was particularly evident in their recent collaboration with Seremoni, a fishing brand that has set out to challenge industry norms and elevate the standards of quality in seafood. Co-creative director Griffin Creech elaborates on their approach, stating, “Ideally, we get that platform down to just a few words. For Seremoni, our brand platform is ‘Beautiful Fish.’”

Seremoni operates across the United States, positioning itself as a leader in high-quality fish offerings. The brand introduces a new category beyond the traditional sushi-grade fish, aptly named Seremoni-grade. This premium classification utilizes the Japanese ‘jime’ method of harvesting fish, which is not only traditional but also artisanal and humane. This technique significantly reduces the stress experienced by the fish during capture, thereby enhancing both its flavor and overall quality. Such an approach is relatively rare in Western practices, making it a distinctive feature for Seremoni.

To bring this unique selling proposition to light, Griffin Creech and his team prioritized quality and sustainability in their design strategy. The goal was not only to signal the superior taste of Seremoni's fish but also to emphasize a commitment to minimizing waste throughout the fishing process. This thoughtful design approach aims to elevate consumer awareness about the humane methods used in fish harvesting.

The brand identity created for Seremoni strikes a careful balance between an emotional appeal and a rigorous, professional demeanor. Charming illustrations paired with tactile print finishes lend a warm tone that reflects the brand’s dedication to flavor and passion. This is complemented by a rational typographic choice that underscores the expertise behind the brand, ensuring that even while conveying sophistication, there remains a human touch.

Co-creative director Ashley Jones pointed out the thoughtful choices made in typography, stating, “The headline serif, Gangster by Store Norske Skriftkompani, offers a modern take on humanist fonts.” This selection contrasts effectively with the softer forms of Optimo’s Basel Grotesk, which serves as the secondary sans serif. “These choices contribute to the brand’s warm, intelligent feel,” she adds, aiming to steer clear of the stark aesthetics often associated with startups. This goal was further realized through the collaboration with illustrator Aron Leah, who played a crucial role in visually capturing the brand's essence.