No fishy business in sight: Creech’s identity helps Seremoni share its sustainable seafood story

Seremoni aims to introduce American consumers to exceptionally high-quality seafood while reducing waste and supporting independent fishermen. The company has developed a technologically advanced version of the ‘ike jime’ method, addressing the fact that “up to a third of potentially saleable fish never make it to the plate” due to poor handling practices. Through thoughtful design and storytelling, New York-based independent creative studio Creech worked to create an identity and packaging system for the brand that not only sells a product but also promotes a more mindful approach to consuming seafood. It reflects the company’s commitment to sustainability and exceptional taste, while also inviting consumers to explore a new standard in seafood. “Seremoni fish is truly delicious and we wanted to instil a sense of confidence into the brand that tells consumers that you could pick it up in a store and it will be exceptional,” says Founder & Executive Creative Director Griffin Creech. “The kind of fish you’d expect to eat at a great sushi bar, but now for your home. That’s a high bar to meet.” The tagline ‘The ritual of delicious fish’ encapsulates this philosophy, nodding to both the ike jime process and the brand’s broader ethos. As Creech explains, “We wanted to bring more ceremony, ritual and awareness to how and what we eat.” Building upon this, the visual language balances premium quality with approachability, and environmental consciousness with culinary appeal. Most importantly, it centres on the idea of ‘Beautiful Fish.’ “If you look at fish, they’re all quite different and beautiful in their own ways,” notes Executive Creative Director Ashley Jones. “So the design system has an eclectic, artful mix of styles that evokes the myriad forms and colours of fish. Seremoni is a brand with a deep reverence for nature, the seasons, and the natural resource of the ocean, and we looked for a sophisticated way to bring that reverence into the brand.” For each fish, the studio created abstract patterns directly from photos of the patterns of their scales. Likewise, each fish has its own colour which is also pulled from the scales.