In the crisp, salt-sprayed air of Northern Norway, nestled on the rugged island of Kvarøy, a new kind of food venture is taking root—quite literally, beneath the waves. Sjy Seaweed is more than a start-up; it’s a movement toward a more sustainable food future, one that draws from the sea without depleting it. At its core, Sjy is redefining seafood through the power of seaweed, turning one of nature’s most abundant and underused resources into something delicious, ethical, and delightfully surprising.
The company’s debut product—a crisp, savory chip made entirely from locally harvested seaweed—isn’t just a snack. It’s a bold first step in a journey toward reinventing the relationship between food, environment, and consumer consciousness. And just as importantly, it’s wrapped in a brand identity that’s as thoughtfully crafted as the product itself.
A New Wave of Identity
To bring Sjy’s vision to life, the brand turned to design studio North in Bodø, a team deeply rooted in the surrounding culture and landscape. Together, they shaped more than just a logo—they built a comprehensive brand language that reflects the sea’s richness, the island’s calm, and the startup’s vibrant sense of mission.
At the heart of Sjy’s identity is a custom-designed logotype: clean, confident, and subtly maritime in its posture. It balances the modernity of a health-forward vegan brand with the authenticity of its Northern roots. It doesn’t shout, but it leaves a memorable echo—much like the quiet but powerful tides that inspired it.
Supporting the logotype is a carefully curated color palette. Muted, natural tones evoke the underwater world—kelp greens, mineral greys, and ocean blues—intertwined with pops of bold, energetic hues. These accent colors, borrowed from the utilitarian equipment found on Norwegian fishing vessels, inject the brand with an unexpected vitality. It’s a visual nod to tradition, reimagined for a progressive audience.
Typography That Reads With Personality
For typography, the designers selected Graebenbach, a sans serif font that balances functionality with subtle personality. It’s highly legible, ideal for packaging and digital use, but not without its quirks—a touch of asymmetry here, a playful curve there. It feels human, approachable, and just offbeat enough to suit a brand that’s rewriting the rules of seafood.
This typographic approach isn’t just about style—it supports Sjy’s overall communication goal: to educate and excite, not overwhelm. Whether describing the health benefits of seaweed or explaining the company’s sustainable harvesting practices, the text remains engaging, clear, and friendly. There’s no corporate gloss here—just a quiet confidence rooted in transparency.
Illustration as Storytelling
Perhaps the most enchanting part of the Sjy brand identity is its use of hand-drawn illustrations by artist Ellinor Larson. These intricate, organic sketches offer a sense of wonder and warmth. Rendered with a delicate touch, they hint at the marine life that surrounds Sjy’s home, the textures of seaweed in motion, and the island’s serene natural beauty.
The illustrations serve as a counterbalance to the crisp lines of the typography and layout. They breathe life into the packaging, making each product feel like a small artifact from the ocean itself. More than decoration, they tell a story—of ecology, craftsmanship, and reverence for nature.
From Design to Production: A Fully Integrated Collaboration
While the visual identity is striking, Sjy’s collaboration with North extended far beyond aesthetics. The design studio also played a critical role in helping the startup get off the ground operationally. This included guidance on production-line logistics, sourcing of appropriate packaging equipment, and ensuring the branding held strong across all touchpoints—from concept to shelf.
This hands-on approach reflects a rare and valuable synergy between design and business development. It acknowledges that good branding isn’t just what you see—it’s what you feel, what you understand, and how smoothly it works behind the scenes.
Future-Proofing with Flexibility
Though Sjy is beginning with seaweed chips, its ambitions reach far wider. The brand identity was designed with this in mind, offering a flexible system that can evolve as new products roll out. Whether it’s seaweed pasta, vegan “tuna,” or innovative ocean-based snacks yet to be imagined, the branding is built to accommodate growth without losing coherence.
This kind of adaptability is key for startups navigating the food-tech landscape. It ensures consistency without limiting creativity, allowing Sjy to remain nimble as it scales—just like the seaweed that inspired it.
A Brand With Purpose and Poise
Sjy Seaweed is what happens when thoughtful entrepreneurship meets intentional design. It’s a brand that respects the planet, nourishes the body, and sparks the imagination. Through its visual identity, it invites consumers into a new kind of culinary experience—one that tastes good, looks good, and does good.
More than just a seaweed chip in a pretty package, Sjy represents a commitment to the future. A future where food production can be sustainable, delightful, and deeply rooted in place. A future where branding tells a real story—not just of the product, but of the people and principles behind it.
In that way, Sjy isn’t just riding the wave of plant-based eating—it’s helping to shape the tide. And with such a strong start, it’s safe to say: the future looks bright—and just a little bit salty.
