We created belief...
in reinforcing the Marine Stewardship Council as leaders in ocean protection
The pressure is on
Scrutiny of sustainable seafood has intensified dramatically. As consumer awareness has grown, so too has scepticism - with greenwashing claims, complex supply chains, and a crowded landscape of standards and certification schemes eroding trust.
For the Marine Stewardship Council (MSC), this created a critical challenge. While its programme had evolved significantly over 25 years, its brand had not kept pace. Its leadership in ocean protection was being diluted, and there was a growing lack of understanding about what set MSC apart.
At a time when credibility, clarity and transparency matter more than ever, MSC needed a brand that could reflect the scale, rigour and impact of its work - and rebuild trust in seafood certification.
Inspired by ocean nature
Grounded in stakeholder, partner and scientific insight, we defined a unifying idea: it takes all of us to protect ocean life. This became the foundation for a new corporate narrative, alongside a refreshed vision, mission and brand truth.
We repositioned MSC as a catalyst for collective action - bringing together fisheries, retailers, scientists and consumers in a shared effort to safeguard ocean ecosystems.
Visually, we drew directly from ocean nature. Fluid contours, imperfect forms and layered textures informed a flexible design system that reflects the complexity and interdependence of marine life. The new distinctive identity feels dynamic, human and rooted in the natural world.
There’s plenty more fish in the sea
The result is a confident, future-facing brand that reasserts MSC’s leadership in ocean protection.
A distinctive visual and verbal identity now brings its purpose to life across every touchpoint - from global campaigns and social content to publications, certification marks and merchandise.
Clear, practical guidelines equip teams worldwide to apply the brand consistently and creatively, ensuring it can evolve while staying recognisable.
MSC now has a brand that matches the ambition and impact of its work - strengthening trust, clarifying its role, and positioning it for the next chapter of ocean stewardship.
