CREATING A SUSTAINABLE AQUACULTURE SECTOR ONE BRAND AT A TIME
OMAN INVESTMENT FUND – BLUE WATERS CO
DROPS OF GOODNESS
THE CHALLENGE
Design a special identity for aquaculture as a pioneer sector for Oman. The brand should blend seamlessly with the culture of the country and the promise of the new industry.
THE OUTCOME
A mindful brand that promotes the vision of the sector to lead aquaculture in the region by embracing the values and identity of its people and building on sustainable foundations.
Folklore tradition narrates how fish creatures are captured in every drop of the wavy sea of Oman just to show the abundance of its marine environment. As a way to show the respect and gratefulness Omanis have towards their sea, this corporate identity symbolises the goodness that these waters have to offer with all its fish and treasures.
Oman Aquaculture Development Company and its subsidiary Blue Waters, wanted to build an identity that will lead the development of a sustainable and competitive aquaculture sector in Oman that promotes food security needs and employment generation in Oman while ensuring the environmental continuity required for securing its future growth. We considered the significant objectives of the company and its driving vehicle Oman Investment Fund, to increase local capacities in the sector and provide wealth generation opportunities for its people.
To project such an ambitious personality we studied the history of fisheries in the country, its people and folklore and the sector’s position in the region. Being the longest employment tradition, deep values and stories had been interwoven in the people’s background. Our aim was to portray aquaculture in Oman as a natural consequence of the right geography, right climate and right people.
As we were looking to reflect such a strong statement through an authentic persona and a natural evolution from traditional fishing to contemporary solutions we decided to build on its natural attributes.
The logo is rounded as the movement of the sea is smooth without edges and includes the concept of fish as well as the concept of waves. Both concepts are portrayed as drops – ‘drops of goodness’ – of the sea that include rich fish products. In addition, pairing the drops in the logo shows the ‘yin and yang’ element of the sea, its balance and wise nature that deserves the respect of people.
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