Sjy Seaweed Says Even Seafood Can Be Vegan

by North worked with Sjy Seaweed to design the packaging for their recently released line of seaweed chips. The elaborate illustrations of seaweed strands are crisp and detailed, taking up the majority of the pouch. In choosing a modest typography to place above the drawing, the branding elegantly highlights the organic property and origin of the healthy, light, and salty snack. 

Sjy Seaweed is a start-up with a purpose: to help build a sustainable future through vegan seafood. Based on the island Kvarøy in Northern Norway, Sjy aims to offer ready-to-eat products made from seaweed. Their first effort, a seaweed chip made entirely from locally sourced produce, has just launched. Together with Sjy, we have developed a brand strategy, visual identity, and packaging. We also provided expertise on establishing the production line, as well as sourcing the optimal machinery for packaging.

The brand identity revolves around a color palette that combines natural, muted colors, combined with more active accent colors. This juxtaposition is inspired by the equipment found aboard sea vessels. The typeface is Graebenbach, a sans serif that combines 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.