Sjy Seaweed is a start-up with a purpose — to help build a sustainable future through vegan seafood. Located on the island of Kvarøy in Northern Norway, Sjy aims to offer ready-to-eat products made from seaweed. Their first effort, seaweed chips made entirely from local sourced produce, has just launched.

Together with Sjy we developed a brand strategy, visual identity, and packaging. We also provided expertise on establishing the production line and sourcing the optimal machinery for packaging.

The identity revolves around a bespoke logotype, a colour palette combining natural, muted colors combined with more active accent colours inspired by the equipment found aboard seagoing vessels, and the typeface Graebenbach — a sans serif combining high readability with a bit of flair and quirkiness.

In combination with beautiful, hand-drawn illustrations executed by Ellinor Larson, the Sjy identity is distinct yet flexible, and can easily be adapted to future products released by Sjy.

More from by north.


The design is outstanding, but the idea of sustainable future through green food wrapped in plastic made me cringe.

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