American Aquafarms Branding & Design

Murphy Empire partnered with American Aquafarms, a proposed sustainable salmon farm near Bar Harbor, Maine, to build a comprehensive brand identity system, interactive website, and full suite of print and web visual assets. Our goal was to reflect their Maine-based aquaculture mission with design that conveys innovation, sustainability, and clarity across every touchpoint.

American Aquafarms brand identity title card with custom typography and salmon illustration
Vintage-style Atlantic salmon illustration used as the primary visual for the American Aquafarms brand

American Aquafarms needed a brand world that felt modern, coastal, and quietly premium. We built an identity system rooted in illustration, typography, and restraint—designed to scale from packaging to digital.

Handwritten brand texture and typographic detail developed for the American Aquafarms identity system
Illustrated system map showing the future vision and sourcing concept for American Aquafarms
Custom salmon illustration and fish mark variations created for the American Aquafarms brand
American Aquafarms color palette and visual system elements used across brand applications
Global sourcing and distribution map illustration for American Aquafarms
American Aquafarms stationery design including letterhead, envelopes, and branded collateral
Branded postcard and printed materials designed for American Aquafarms
Mobile website design for American Aquafarms shown on smartphone screens

The system was designed to extend seamlessly from identity to experience.

American Aquafarms website homepage featuring salmon imagery and brand typography
Plated salmon presentation used to support the American Aquafarms brand experience

Brand Identity & Creative Direction

Our branding and creative direction prioritized clarity, purpose, and visual cohesion. We developed a visual identity system rooted in American Aquafarms’ commitment to modern aquaculture technology, local heritage, and environmental responsibility. The identity system speaks to their audience through thoughtful typography, refined palette, and graphic elements designed to reflect both innovation and place.

Logo Design & Visual Language

The logo design is expressive but grounded — a modern mark crafted to represent leadership, precision, and the marine environment. Supporting visual language — including secondary marks, pattern work, a comprehensive color palette, and typographic treatments — ensures consistency from digital platforms to print collateral.

Website Design & Digital Experience

We created a responsive, user-focused website that brings the brand to life online. Design choices emphasize readability, intuitive navigation, and visual rhythm, aligning the digital experience with the brand identity system so that every screen feels coherent, welcoming, and branded.

Print, Web & Environmental Applications

The brand identity was extended across print, web, and environmental design, including signage for facilities and community engagement. Each element was designed to communicate American Aquafarms’ values of sustainability and innovation while maintaining visual consistency across every medium.

A key highlight of the project was the recreation of the beloved Stinson Sardine Man — transformed into a classic take on a salmon farmer — linking Maine’s coastal heritage to the future of sustainable aquaculture through an iconic, locally inspired symbol.

Deliverables

  • Brand Strategy & Visual Identity System

  • Logo & Supporting Mark Set

  • Website Design & Development

  • Print & Web Visual Asset Suite (brochures, outreach materials, digital media)

  • Interior & Exterior Signage Design, including the beloved ‘Stinson Sardine Man’ converted to a salmon farmer

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