Amasa - Logo redesign

One of my former clients was Amasa (ah-mah-zah), a seafood company located in northern Brazil. The company has a strong presence in the fishing industry, specializing in catching shrimp in the Atlantic Ocean.

The company, which used to export its entire production to Japan and Europe, wanted to rebrand in order to establish a stronger presence in the local market.

Among the proposals presented to the client, we chose to incorporate the fluidity of lines to highlight the movement of the sea. The old logo had a more industrial and brutalist appearance.

It was necessary to modernize it to make it more legible. Later, the new logo was applied to packaging and various POP (Point of Purchase) materials to expand brand recall for the company’s products.

For the concept of the brand redesign, we chose the sinuosity of the lines to emphasize the sinuosity of the sea.

Since the old logo had a more industrial and brutalist look, it needed to be modernized to make it more legible.