Matorka is a leader in sustainable seafood, pioneering the future of land-based aquaculture. Based in Iceland, they raise their fish on land. While this may seem counterintuitive, the process allows them to raise healthy fish in spacious, clean water and simultaneously protect the oceans. In order to communicate their unique position and value in a compelling way, Matorka’s brand required a refinement — honing both their visual and verbal identity to inform their marketing material. They needed a brand that would communicate key differentiators in a way that mattered to their customers: sustainability, consistency and, of course, quality.

Leaning into the beauty of Iceland and the country’s historical relationship to the fishing industry and the sea, we transformed the Matorka brand. The new logo pulled inspiration from artisan illustrations and the natural textures of Iceland to create a sense of craft. Imagery for the site was carefully curated to showcase the aquaculture facilities and their setting, the people behind the brand and the welfare of the fish. Messaging was honed to educate visitors about the company’s dedication to sustainability as well as the distinct and delicious qualities of Arctic Char and Steelhead Trout.