SeaCrop
A marine-phytoplankton startup rejected the obvious wave logo everyone in the category uses, choosing an abstract circular mark instead.
Starting point
“SeaCrop developed a patent-pending technology that enables an efficient harvesting of wild marine algae to be used as a new source of aquafeed on a commodity scale.”
This one started with a founder who already had a logo, just not one he could stand behind in a pitch deck. He wanted something that read as premium and professional, full stop. The existing logo was sentimental, and that put us in an unusual spot from day one: not building a brand from a blank page, but replacing something with weight attached to it, for a deep-tech aquafeed company that needed to be taken seriously by investors and buyers alike.
CREST Compiled Questionnaire - questionnaire
Discussion with the team
- 16 Jul
Package 1 selected for comprehensive branding; logo brief noted - “Sea” + “Crop” representing ocean-based agriculture, blue-green teal colours.
Hawaii Meeting 1
- 6 Aug
Colour palette unanimously approved (seaweed, bronze, celadon green). Logo direction pivots: client “preferring more abstract current/plankton representations over traditional waves” since “companies with 'C word' in their names typically use waves, and he prefers being unique.”
Feedback call
- 18 Aug
Wrap-up call: client “particularly loving the unique circular/square element... he envisions it becoming the main identifying piece of their brand identity.”
Wrap-up call
Chosen direction
“The icon sits inside the O and works like a small window: from one angle it’s a crop field seen from above, from another it’s a leaf or an ocean current. Once the client picked it, we broke it into its separate shapes and used them across social assets and beyond, so every piece of content carries a part of the mark.”
“‘Small Particles. Global Impact.’ puts the science and the scale in one line, and it sets up the founders’ story, which started with a physicist running experiments in his kitchen.”
- Logo Options (6 concepts) - 11 Aug
- StyleGuide CR2 - 12 Aug
- StyleGuide FA - 18 Aug
Tagline finalised: “Small Particles. Global Impact.”
Final output
- SeaCrop StyleGuide FAPDF
- Circular Logo Lockup (chosen mark)Folder
- SeaCrop InfodeckPPTX / PDF
- LinkedIn PostsFolder
Guidelines showcase
A look inside the SeaCrop identity guidelines document itself.
- Cover, identity guidelines v1.0
- Creative direction: when it comes to building a memorable brand, consistency is everything
- Symbol explanation: ocean current, leaf and crop field motifs
- Primary logo, horizontal full colour
- Circular logo lockup, website and social media usage
- Brand colour palette overview
- Highlight colour, Turquoise
- LinkedIn post: unlocking plankton's potential
- LinkedIn post slides: unlocking plankton's potential
- LinkedIn post: how our technology works
- LinkedIn post slides: how our technology works
- LinkedIn company page mockup
Sensor
Globe
A SALT case study · CREST Q2 2025.