Callinectes seeks to inspire, guide, and motivate all types of people to preserve beauty and diversity in nature specifically in the Chesapeake Bay. The name derives from the bay’s most populated creature the Chesapeake blue crab. Its scientific name is Callinectes Sapidus (Greek word calli = "beautiful,” nectes = "swimmer,” and Latin word sapidus = "savory"). The logo and it’s mark try to convey the rising and saving of the water for “beautiful swimmers” such as the creatures that reside there, as well as the humans who use it for recreational purposes.
Recently, the bay has been facing major hardships. It now has the third largest “dead zone” in the nation due to human activity. A dead zone is a more common term for hypoxia, which refers to a reduced level of oxygen in the water causing animal life to suffocate and eventually die. 10% of all net profits are donated to saving the bay and The Chesapeake Bay Program Foundation.
Deliverables: Branding / Web Design / Product Design / Animation / Packaging
Art Direction: Scott Laserow