Bigfish was going to open the biggest fish supermarket in Kyiv. It was a huge plan over the years. So the identity needed to be as fresh and powerful as possible even after 2-3 years. The concept was made in 2021.
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The majority of people in Ukraine don’t understand how to choose fish and cook it. They prefer meat. So the brand style should be easy and put fear away. We wanted to be forthright. Bigfish's identity should be big. So big that it's out of frame. So big that the main brand heroes are huge fishes. 

Branding is based on bold messages, fresh colors, rough shapes, and pencil sketches to turn Bigfish into a friendly and entertaining brand. Illustrations have an encyclopedic style like in books. So it has an educational fleur in the identity.