Q&A with Blue Lobster

Working with an innovative young start-up is genuinely inspiring, and so are the two founders of Blue Lobster, Christine Hebert and Nima Tisdall. The company has received praise in their home country, Denmark, but have also caught the eye of the Obama Foundation. We did a short Q&A with the two motivating girls who founded the company changing the way we buy our fish.

YOU ARE REDESIGNING YOUR BRAND AND APP, BLUE LOBSTER, HOW COME?
We connect small-scale coastal fishers with restaurants and end-consumers - trying to give the fishing industry an added layer of transparency. So a lot of what we are doing has a story-telling aspect to it. We work with an age-old industry that generations have a connection to so we wanted the new branding identity to play with a sense of nostalgia and be accessible to all ages.

"The design communicates Blue Lobster, who represent small-scale coastal fishers."

WHAT ARE YOUR THOUGHTS ON THE NEW IDENTITY?
The design communicates Blue Lobster, who represent small-scale coastal fishers, which is the core mission of the company. We like the logo doubles as a fish and a location pin. In general, all the brand elements are simple and straightforward and will make the app user-friendly but also fun and quirky. We are particularly fond of the 'boat blue' colour and the use of the letters & number formation from the boats in Denmark. The print immediately sparks an image of a fishing boat. The Blue Lobster logo is also a nod to the letters and numbers on old fishing boats.

"Good design helps guide this vision, and the way present and future customers perceive the company"

IS DESIGN IMPORTANT TO YOU AS A COMPANY?
Good design ensures that messaging and communication is clear and direct. It also standardized a company tone making the mission simple and easily understood. Good design helps guide this vision, and the way present and future customers perceive the company. After working with Kontrapunkt, we have a much better idea of how to use our brand in different situations and for various purposes. We have a clear vision of how to present ourselves and stay true to our mission while being quirky and personal - like we are! The more we work with the identity, the more we understand and see its value aligning with our message and mission.

"We hope everyone will begin to question where their fish is coming from"

WHAT IS THE NEXT STEP FOR BLUE LOBSTER?
Over the next month, we plan to test and iterate our platform for B2B customers. Following this testing period, we plan to roll out a platform for the B2C customer segment. Going forward, we will continue onboarding fishers around Denmark and then enter foreign markets by engaging in international partnerships. We hope Blue Lobster becomes a tool any fisherman and any customer will use to connect, giving a better livelihood to small-scale fishers. And fresh, local and affordable seafood to customers.

Most importantly, we have ambitions to instil a more profound sense of transparency into the fishing industry and encourage people to learn, understand and care about where their food comes from.

For more on Blue Lobster, visit their website