From sketchy food safety to disappearing fish populations, traditional seafood is getting harder to swallow. Fast forward to 2050 when Earth will be home to 10 billion people. There isn’t enough land or sea to feed us all.
— What We Did
Welcome to AQUA, the leading alternative seafood company that is blowing the minds of Michelin star chefs. AQUA grows fish-free tuna, shrimp, and scallops from the same microbial fermentation process that gave us beer and yogurt. Best of all, it can scale to feed billions of people without costly fishing or harmful farming.
Governess anchored the AQUA rebrand in ocean optimism. Every touchpoint is designed to celebrate seafood, eliminate conflicted feelings, and make people hungry for change—without messing up date night.
— Project Partners
Brand Strategy: Goldilocks
Site Development: Base3Group
Photography: Hungry Hooker
The visual system is deeply connected to our changing oceans with a deep green color that transitions from sea to land. More than half of the planet’s oceans have turned green over the last 20 years, likely due to climate change.
AQUA's letterforms are thoughtfully "unhooked." They express the holes in seafood safety and ocean stability, the fragility and resilience of our waters, and the open-ended work that is required to do right by our planet.
The website is palatable to both chefs and consumers. Imagery is full of hope, light, and life, with gleaming food photography and thriving waters. The messaging is direct and credible but also full of personality in a way that makes science, sustainability, and switching up your routine entirely endearing.
AQUA is launching in high-end restaurants to prove to consumers that fish-free seafood has a place in fine dining. The art direction and photography are designed to hero the exceptional taste, texture, and integrity of the products and win over executive chefs.
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