Ideal Fish is a land-based aquaculture company in Waterbury, Connecticut, that raises an ocean-going fish, branzino, in a close-containment, recirculating aquaculture system. The company’s entrepreneurial leadership team came to Taylor Design with a business plan and a name, but no logo or other visual way to express the company’s brand. We began by seeking to fully understand their goals and how they wanted to convey themselves. We dove deep, learning about the business, customer types, how the facility was organized, and how it would appear to visitors. The completion schedule was aggressive to coincide with and help launch the sales effort. We developed the brand identity, which included a new logo and brand system, a website, and presentation templates. Ideal Fish shipped to stores in the Northeast on schedule, first with exclusive retail partners Balducci’s and Kings Food Markets. This innovative company is on track produce 350,000 pounds of branzino this year, and other retailers will soon join its list of valued partners.