Smoking new identity for a fish brand from Kurppa Hosk

It’s not often I get to write about my two great loves in a single article, but sometimes the stars align and I’m covering smoked fish and graphic design all in the space of 300 words. Today I feel blessed! This strange combination of subjects has come together thanks to Swedish agency Kurppa Hosk undertaking a wholesale rebrand for Falkenbergs Lax, a small, family-owned smoked salmon specialist. Charged with turning the small-scale brand into an international major player in the fish industry, Kurrppa Hosk renamed it Korshags, and have came up with a sleek new visual identity to accompany the new name.

Korshags is just the company owners’ family name, but the visual identity is entirely new, combining a stencilled serif word mark, modern roundel monogram and a contemporary photographic style. I like smoked fish anyway, but if I didn’t, this new identity would probably persuade me to give it a try – even kippers!