La Serena Visual identity I made as a freelance for two young fishmongers who were excited to open their own business in the central market of Oviedo. The project was to design the new brand: a logo that could embrace the quality and the dedication of this two partners to offer the best fishes and seafood from The Cantabrian Sea. Naming From the beginning, they know how they were going to name it: “La Serena del Cantábrico”, in English, “The mermaid from the Cantabrian Sea”. It was the name of a Spanish movie from the ’20s, so they wanted to make a tribute. Briefing They were looking for a vintage style and that remained the packaging of classic seafood and fish tin cans. Finally, I purpose two different mermaids to choose between.