Black Marlin
A brand-new provisions company in St. Augustine, Florida, with no website and no packaging yet. We made the identity, the packaging and the online store together, so all three tell the same story.
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Website or packaging when we started
Where they started.
Black Marlin Trading Company was just getting started when we met. There was no website and no packaging, only a name that came from a boat.
That meant everything a customer would ever see had to be made at once: the look, the jars and bags on the shelf, and the store they would be sold from. Making them together let each one lean on the others, instead of a store being fitted around packaging that was designed without it.
What we made, and why.
We built the identity from the name
The name came from a boat, so the brand reads like a coastal trading company's manifest: plain, concrete and dry, with the sea as the setting rather than the joke.
We named the product lines and put the names on the packaging
Galley Herbs, Forager Mushrooms and Ember Chiles each have their own name and color, on the packaging and all through the store, so a customer can tell the lines apart at a glance, on the shelf or on a screen.
We rated heat like the weather at sea
Every chile carries a Storm Scale rating, from Calm through Squall and Gale to Hurricane, so people can choose how hot to go before they buy. It shows on the product, in the collection, and in the recipes.
We kept the menu to what people shop for
The menu is the four kinds of food people come for, plus Bundles, with the merchandise kept apart in the Ship's Store. St. Augustine lives in the words on the page, not in the menu, because nobody shops by place.
We made a box something you build
Bundles lead with a build-your-own box, so the page always has something to do, and the ready-made boxes cost less than buying the same jars one at a time.
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Product lines, each with its own name and packaging
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Steps on the Storm Scale, from Calm to Hurricane