Branding · Sea Seven Fish

Sea Seven Fish case study: a seafood brand identity from Northeast India

A brand identity for Sea Seven Fish, a seafood wholesaler from Northeast India: 18 logo concepts, a fish with a fin of mountain peaks, a blue palette, a seal and business cards.

Client: Sea Seven Fish
Place: Northeast India
Services: Logo Design, Brand Identity Design, Graphic Design
Categories: Branding, Design
Industry: Seafood wholesale
Logo concepts: 18
Chosen concept: Mountains & Waters
Document dated: 2 July 2026
Status: In use

Overview

N&D Co. designed the brand identity for Sea Seven Fish, a seafood wholesale business from Northeast India. We presented 18 logo concepts, and the client chose Mountains & Waters: a fish whose dorsal fin is a row of mountain peaks, swimming over wave lines that stand for the region's rivers. The identity around it has four logo versions in four colourways, a blue palette of four colours, two fonts, a brand seal, two business card designs and a guidelines document.

The work covers three of our services: brand identity design for the system and its rules, logo design for the concepts and the final marks, and graphic design for the seal and the business cards. Our founder, Nakshatra Ranjan Saha, prepared the brand identity document, dated 2 July 2026.

The idea that runs through the identity is provenance. Many seafood brands use a similar fish icon, so the mark puts the place the business comes from into the fish itself: it says the products start among the mountains and rivers of Northeast India.

Sea Seven Fish uses the identity today. Photos of it in use are covered by a non-disclosure agreement, so this page shows the presentation mockups from the brand package instead.

About Sea Seven Fish

Sea Seven Fish is a seafood business from Northeast India, the region of the Seven Sister states, and our proposal was addressed to Sea Seven Fish Pvt. Ltd. Its business cards describe it as a North East supplier, and our brand documents treat it as a wholesale brand that connects suppliers with markets. The brand seal we designed reads ESTD 2026, and the primary logo carries the line Fresh from the sea.

The name gave the concepts most of their material: the sea, the number seven, and the seven states of the Northeast that many of the concepts refer to.

What the identity was designed to do

Our documents explain what the identity was designed to do. In wholesale markets, many brands rely on a similar fish icon, so a fish alone would not set Sea Seven Fish apart. The mark had to say where the business comes from, and it had to work at every size it would meet, from a favicon to a sign on a building.

Stand apart from the generic fish icons common in seafood wholesale.
Tell the story of the business's origin in Northeast India.
Stay legible at favicon size and on large formats such as signage and packaging.

What we did

Each part of the work, with the service behind it.

Logo Design

18 logo concepts, and the one the client chose

We started with 18 concepts, each a black icon with a short note on the idea behind it. Some fused a fish with the letter S and the number 7, some used the seven states as seven fish, paths or segments, and others told a supply story with a compass, a fishing boat or an infinity sign. The client chose concept 13, Mountains & Waters, and we developed it into the final logo system.

The finished marks are a primary emblem (the fish inside a round badge reading Fresh from the sea and Sea Seven Fish), a secondary combination mark (the fish in a circle beside the name on three lines), a tertiary curved combination mark (the fish over the name set on a curve) and the fish on its own as a brand icon.

18 logo concepts, each with a short rationale
The chosen concept, Mountains & Waters, developed into the final mark
Primary logo: a round emblem
Secondary logo: a horizontal combination mark
Tertiary logo: a curved combination mark
Brand icon: the fish on its own
A favicon set for websites and web apps

The tertiary logo, a curved combination mark.

The secondary logo, a horizontal combination mark.

Brand Identity Design

A brand identity system with written rules

Around the logo we set a palette of four colours and two brand fonts. The brand identity document, which goes in the package as its brand guidelines, covers the concepts, the story behind the chosen mark, the palette, the logo variations, the construction geometry and the seal, and the package's README sets out how to use the logo and what not to do with it.

Every logo version comes in full colour, black, white and greyscale, as PNG, JPG and SVG files, with editable Photoshop source files for the three logos. The whole package went to the client as one organised set of folders.

A colour palette of four colours with HEX and RGB codes
Two brand fonts: League Spartan and Redressed
Every logo in full colour, black, white and greyscale
PNG, JPG and SVG files, plus PSD source files
A brand identity document, supplied as the brand guidelines (PDF)

Graphic Design

A brand seal and two business card designs

The brand seal is a round stamp in navy: Sea Seven across the top, Fish along the bottom, and ESTD and 2026 on either side of the fish. We supplied it as an editable source file, a PNG and a print-ready PDF.

The two business card designs share a back with the primary emblem on a white band between two blue panels, with blue illustrations of sea life on either side: koi on the first design, an octopus and a crab on the second. The fronts carry the name, the line North East supplier and the contact details beside line drawings of koi or of a squid and a lobster. Both came as print-ready PDFs, PNG previews and editable PSD files.

A brand seal (stamp): PSD, PNG and PDF
Business card design 1: front and back
Business card design 2: front and back
Print-ready PDFs for the cards and the seal

The 18 logo concepts we presented

Every concept for Sea Seven Fish answered the same question in a different way: how should a fish say where this business comes from? The table lists all 18 as we presented them, with the idea behind each one in a sentence.

The 18 logo concepts for Sea Seven Fish
Concept	The idea
1. Sea Seven monogram	A fish, the letter S for sea and the number 7 for the Seven Sister states, fused into one mark
2. Premium Sea Seven symbol	A bolder version of the S, 7 and fish idea, with thicker lines to look more corporate
3. Dynamic distribution mark	The fish, S and 7 drawn as one continuous curve, for movement and supply chains
4. Minimal heritage icon	A pared-down version of the monogram, with simple geometry that scales well
5. Seven Sister emblem	The fish as a 7, surrounded by six abstract segments: seven parts for seven states
6. Origin and geography concept	The fish and waves paired with a map of Northeast India
7. Trust and partnership concept	A handshake inside the fish, for long relationships with suppliers and buyers
8. Ocean to market concept	A fishing boat above and a fish below: the journey from the water to wholesale
9. Seven fish mandala concept	Seven fish in a circle around a water droplet, one for each state
10. Compass distribution concept	A compass with the fish at its centre, for reach across markets
11. Seven pathways concept	Seven flowing paths, one for each state, converging into a fish
12. Infinity supply concept	Two fish forming an infinity sign, for supply that does not stop
13. Mountains and waters concept (chosen)	A fish whose dorsal fin is a row of mountain peaks, over waves for the region's rivers
14. Seven currents concept	Seven lines flowing into one fish: seven states, one distribution network
15. First sunrise of the east concept	A rising sun over a fish and waves, after Northeast India's place as the first part of the country to see sunrise
16. Circle of unity concept	Seven segments in a ring around the fish
17. Water drop ecosystem concept	A fish inside a water droplet, with flowing patterns around it
18. Seven connections concept	A fish drawn from seven connected points, one for each state

Concepts 1 to 3 of 18.

Concepts 4 to 6 of 18.

Concepts 7 to 9 of 18.

Concepts 10 to 12 of 18.

Concepts 13 to 15 of 18.

Concepts 16 to 18 of 18.

Why did Sea Seven Fish choose the Mountains & Waters logo?

Mountains & Waters was the one concept that put the whole story of Sea Seven Fish into a single shape. Several of the other concepts each carried one idea well, whether seafood, distribution, trust or the seven states, but this one joined them without adding parts.

The fish says what the business sells at a glance. Its dorsal fin is drawn as a row of mountain peaks, after the landscape of Northeast India, so the place is part of the fish itself and not a badge added beside it. The wave lines under the fish stand for the rivers and waterways that support the region's fishing communities and link the land to the seafood trade.

Read together, the logo says that the products start in a place of mountains and rivers before they reach customers across the country. So the logo is a mark of origin, and a competitor cannot easily copy where a business comes from.

The brand icon: the fish on its own, for profile pictures, app icons, watermarks, favicons and stickers.

The icon in four colourways, from the brand identity document.

The logo system: four versions, and where each one goes

Sea Seven Fish has four logo versions, each meant for a different job, so nobody has to squeeze the full emblem into a space it does not fit. The package names where each one should be used.

Sea Seven Fish logo versions and where each is used
Version	What it is	Where it is used
Primary logo	An emblem: the fish in a round badge with Fresh from the sea and Sea Seven Fish around it	Packaging, shop signage, product labels and official branding
Secondary logo	A combination mark: the fish in a circle beside the name on three lines	The website, business cards, documents, letterheads and social media headers
Tertiary logo	A curved combination mark: the fish over the name set on a curve	Promotional graphics, alternate branding and square layouts
Brand icon	The fish on its own	Social media profile pictures, app icons, watermarks, favicons and stickers

Each version comes in full colour, black, white and greyscale, so there is a correct file for a light background, a dark one and single-colour printing, and the logos come as PNG, JPG and SVG. The favicon set covers browser icons from 16 to 196 pixels, Apple touch icons from 57 to 152 pixels and Windows tiles, with the HTML to add them to a site.

logo concepts presented: 18
logo versions: primary, secondary, tertiary and icon: 4
colourways of each: full colour, black, white and greyscale: 4
business card designs: 2

The curved logo and the emblem in their colourways, from the brand identity document.

The emblem and the secondary logo in their colourways, from the brand identity document.

How is the Sea Seven Fish logo constructed?

We built the Sea Seven Fish logo on geometry, not freehand drawing. A modular grid sets its proportions, alignment and clear space, so every part relates to the others by measurable ratios. Circles define the main curves of the fish, the badge and the spacing of the lettering, which keeps the transitions smooth and the shape consistent.

The composition follows an Archimedean spiral, in which the distance between each turn stays the same. A golden spiral grows exponentially, while an Archimedean one keeps an even rhythm, which suits a compact logo. The spiral is a guide, not something you can see in the finished mark: it controls the flow of the fish's outline, sets the relationship between the icon and the name and spreads the visual weight evenly.

Consistent stroke weights, equal optical spacing and proportional scaling do the rest. The result reads the same at favicon size as it does on a sign, and it reproduces the same way in print and on screen.

The construction grid, circles and spiral over the secondary logo.

Brand colours and fonts

The Sea Seven Fish palette is four colours: three blues from deep indigo to light blue, and white. We chose it to reflect the waters the business comes from and the confidence it wants to show as a wholesale brand.

The Sea Seven Fish colour palette
Colour	HEX	RGB	What it stands for
Deep indigo	#170C79	23, 12, 121	Trust, reliability and the depth of Northeast India's waters
Royal blue	#135DB4	19, 93, 180	Rivers, movement and the distribution network that connects suppliers with markets
Light blue	#5996FF	89, 150, 255	Freshness, clean water and the quality of every shipment
White	#FFFFFF	255, 255, 255	Purity, hygiene and transparency

Together they tell a simple story: seafood sourced with care, delivered consistently, by a brand built on trust rather than trends.

The brand uses two fonts, both free to use under their licences: League Spartan, a geometric sans serif, and Redressed, a script. The package includes both, with their licence files. Our guide to brand style guides explains why a guide should name its fonts and their licences.

The seal, the business cards and the mockups

The brand seal and the two business card designs are files for real use: the cards came as print-ready PDFs. We have blurred the names and phone numbers on the cards here.

The brand seal.

Back of the first Sea Seven Fish business card: the primary emblem on a white band between two blue panels, with two blue koi — Business card design 1, back. The owner line is blurred.

Front of the first Sea Seven Fish business card: the name in navy capitals, North East supplier beneath it, and line drawings of two koi with blue ink spots; the contact details are blurred — Business card design 1, front. Names and phone numbers are blurred.

Back of the second Sea Seven Fish business card: the primary emblem on a white band between blue panels, with a blue octopus and a blue crab — Business card design 2, back. The owner line is blurred.

Front of the second Sea Seven Fish business card: the name in navy capitals and North East supplier beside line drawings of a squid and a lobster; the contact details are blurred — Business card design 2, front. Names and phone numbers are blurred.

Presentation mockups

The mockups show how the identity could look in the places a seafood wholesaler uses it: refrigerated containers, insulated boxes, cartons, a delivery truck, a reception wall, a building sign, a business card and a phone screen. They are presentation renders made for the brand package, not photographs of the client's premises, vehicles or staff: the identity is in use, but photos of it are covered by a non-disclosure agreement.

Mockup: refrigerated shipping containers stacked at a port at sunset, each branded with the Sea Seven Fish emblem and name, with cranes and workers in high-visibility vests — Mockup: branded refrigerated containers at a port.

Mockup: a white insulated box of fish on ice, printed with the Sea Seven Fish emblem, the name, wave lines and a Keep frozen mark — Mockup: an insulated seafood box.

Mockup: stacked cardboard cartons in a warehouse, each printed with the Sea Seven Fish emblem, the name and handling symbols — Mockup: shipping cartons in a warehouse.

Mockup: a refrigerated truck in Sea Seven Fish livery with the emblem and blue waves, parked by a building signed Sea Seven Fish processing and distribution plant — Mockup: a refrigerated delivery truck.

Mockup: a reception desk with a marble counter in front of a navy wall carrying the Sea Seven Fish emblem and name — Mockup: a reception wall.

Mockup: a warehouse building at sunset with a large illuminated Sea Seven Fish emblem above the entrance and trucks at the loading bays — Mockup: an illuminated building sign.

Mockup: a navy business card with the Sea Seven Fish emblem in silver, on a dark desk beside a fountain pen — Mockup: a business card.

Mockup: a phone showing a white splash screen with the Sea Seven Fish emblem, the name and blue waves — Mockup: an app splash screen.

What was in the Sea Seven Fish brand package?

The client received the identity as one brand package, version 1.0, organised in labelled folders.

The Sea Seven Fish brand package
Folder	What it holds
Brand guidelines	The brand identity document as a PDF
Logos	The primary, secondary and tertiary logos, the brand icon and the favicon set
Logo variations	Every logo in full colour, black, white and greyscale
Digital files	Each logo as PNG, JPG and SVG
Source files	Editable Photoshop files for the three logos, with their layers
Colour palette	The palette as an image, with HEX and RGB codes
Fonts	League Spartan and Redressed, with their licence files
Stamp	The brand seal as PSD, PNG and PDF
Visiting cards	Two business card designs as print-ready PDFs, PNG previews and PSD files
Print files	Print-ready PDFs of both business cards and the seal
Mockups	Presentation mockups showing how the identity could be applied

Rules for using the logo

The package's README says how to use the logo. Use the official files, keep enough clear space around the logo and pick the colour version that suits the background. Do not stretch, distort or rotate the logo, change its colours, add shadows, outlines or effects, change its proportions or redraw it by hand.

Our article on the difference between a logo and a brand identity explains what a package like this covers. If your business needs one, our brand identity design service starts the same way, with concepts you can choose from. More of our work is on the projects page.

What the client said

Sea Seven Fish in their own words, from a public Google review.

Google review

"Highly recommend 😊"

Sagar Ghoraia month ago

Frequently asked questions

What did N&D Co. design for Sea Seven Fish?

N&D Co. designed the brand identity for Sea Seven Fish, a seafood wholesaler from Northeast India: 18 logo concepts, the chosen Mountains & Waters logo in four versions and four colourways, a blue colour palette, two brand fonts, a brand seal, two business card designs, a favicon set and a brand identity document.

Why did Sea Seven Fish choose the Mountains & Waters logo?

It was the one concept that told the business's whole story in one shape. The fish says seafood, its dorsal fin is a row of mountain peaks for the landscape of Northeast India, and the wave lines beneath it stand for the region's rivers, so the logo says where the business comes from, which competitors cannot easily copy.

How many logo concepts did Sea Seven Fish see?

Eighteen. They ranged from monograms that fuse a fish, the letter S and the number 7, to marks built on the seven states of Northeast India and supply stories told with a compass, a fishing boat or an infinity sign. The client chose concept 13, Mountains & Waters.

What are the Sea Seven Fish brand colours?

Four colours: deep indigo #170C79, royal blue #135DB4, light blue #5996FF and white #FFFFFF. The indigo stands for trust and deep water, the royal blue for rivers and distribution, the light blue for freshness and the white for purity and hygiene.

Which fonts does the Sea Seven Fish brand use?

League Spartan, a geometric sans serif, and Redressed, a script. Both are free to use under their licences, and the brand package includes the font files with their licence files.

How is the Sea Seven Fish logo constructed?

On geometry rather than freehand drawing. A modular grid sets its proportions and clear space, circles define the curves of the fish, the badge and the lettering, and an Archimedean spiral guides the composition, keeping the logo legible from favicon size to large signs.

Which logo versions does Sea Seven Fish have?

Four: a round primary emblem for packaging, signage and labels; a secondary combination mark for the website, business cards and documents; a tertiary curved mark for promotional graphics and square layouts; and the fish on its own as an icon for profile pictures, app icons and favicons. Each comes in full colour, black, white and greyscale.

Are the Sea Seven Fish mockups photos of real premises?

No. Sea Seven Fish uses the identity, but photos of it in use are covered by a non-disclosure agreement. The containers, boxes, truck, reception, building sign, business card and phone screen on the page are presentation mockups made for the brand package.

More projects

BrandingInnovation Texture, Vadodara, Gujarat

Brand identity for Innovation Texture

A logo and brand identity for Innovation Texture, a wall texture maker in Vadodara: a rising sun that forms the letters I and T, five palettes, lockups and mockups.

See the project