Saarepiiga is the main fishmonger shop at Tartu Harbour Market. The Estonian name (translates to “Island Maiden”) is well choosen as she is locally known as the seductive maiden in the Estonian epic poem “Kalevipoeg”.
For the logo, I have drawn her more like a classical mermaid in the shape of the letter S surrounded by fish. While seductive the blushing maiden retains some modesty. The line weights of the logo design allow it to be printed in very small sizes (on product packaging) yet there is also great subtle detail visible when produced in large sizes for shop signs. Two tones of Pantone blues set the colour pallet for the visual identity while also keeping printing costs down.