Fish Chain; Identity design, van wrap prototype; Bangalore Inspired by traditional South Indian art, the Fish Chain logo form references intricate geometric patterns like the kolam. The visual loop/links represent an endless flow; whereas the type treatment of dashed lines suggests a sense of receptiveness. Ocean blue, pearl and sky blue signify a mix of three natural elements - pearl being the cusp of the mix. The colours characterise the calmness of the sea, an aspect of freshness, and also take on a sense of playfulness - a child-like quality, which makes the brand accessible.