Fin’s Select Meats & Seafood is a provider of high quality fresh and frozen protein items in Edmonton, Alberta. Customers include a wide variety of food service operations as well as a specialty retail store which is open to the public. Recently Fin’s recognized that it was starting to lose its share of the Edmonton market and made the intelligent decision to embark on a rebrand.

Covet Design was honoured to help Fin’s gain back traction by providing the company with a new visual identity. The logo design is a simple and elegant visual pun in which the serifs on the ‘F’ and ‘N’ double as tail fins. The brand was built out further with custom-drawn animal graphics representing the specialty meats on-offer. The ‘F’ icon cleanly communicates the brand on its own.