A sustainable identity for a new enterprise with a strong moral compass
Marty and Nat Dillon like to do things a bit differently. With a decade each of marketing experience, a shared decade of marriage and a trio of pre-school kids, they’ve opted to follow their hearts and build an ethical business they can all be proud to live with. Thus, 3Fish was born.
 3Fish specialises in ethically-sourced corporate/office merchandise from around the globe. Every 3Fish product meets Marty and Nat’s strict criteria for being eco-friendly and people-fair. That means no environmental degradation, no sweatshops, no child labour, no nasties. The vision … to successfully promote the 3Fish product proposition to major corporations. With their business philosophy and values defined, 3Fish needed a high-impact identity to launch their brand to the market.
DDG consulted closely with Marty and Nat to identify the essence of their brand, discovering that 3Fish has a funky, fun spirit that will be a key differentiator. In a marketplace where green is fast becoming the new black, defining the essence and authenticity of a brand is paramount to its longevity – Marty and Nat are in this for the long haul, and see the brand identity helping to drive their enterprise into a global-leading position.
DDG’s creative solution communicates the character of 3Fish in a combination of graphic and textual elements. The bold, no-nonsense font of the wordmark is juxtaposed with a naïve and flirty fish illustration, and a secondary illustration depicting aqua-plant foliage. It reflects the seriousness of the business (the sustainability focus) along with the feel-good side (fun, funky products and “doing what feels right”.)
 While green was a must-have, the selected shade is vibrant and contemporary, and contrasts perfectly against the dark grey – a distinctive and unexpected combination. The graphics have been created with unique shapes, to enable their lines, patterns and silhouettes to be replicated in a variety of visual treatments across the marketing collateral, thus reinforcing the visual branding.
Developing a memorable positioning statement was truly a DDG/3Fish collaborative effort. “ethical | earth friendly | fair” is a simple but very fitting expression of what 3Fish is all about – it reads like a check-list for 3Fish products, practices and people and really focuses on the way 3Fish does business, differently.
As Marty and Nat roll-out the 3Fish brand, DDG will creatively interpret the identity into a diverse range of promotional and brand collateral including business stationery, a 20-page catalogue, product labels, tradeshow displays, packaging and much more.
3Fish responds to an emerging demand in the Australian market, but Marty and Nat are hoping for some hefty competition in the coming years – in fact, from a philosophical viewpoint, nothing would please them more than seeing ethical sourcing become the norm. Their commercial challenge is to define themselves as “sustainability specialists” and build a powerful brand that works hard to attain and hold a leading market position. Their new visual identity is integral to that brand.
Bookmark their soon to be released site at www.3fish.com.au
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