Exclusively Koi
Client
Exclusively Koi
Deliverables
- Branding
- Brand strategy
- Visual identity
Exclusively Koi is a UK-based importer of authentic Japanese Koi carp, handpicked and flown directly from Japan. While their reputation among Koi enthusiasts was already strong, they recognised the need for a more premium, cohesive brand and online presence to match the quality of their fish without alienating their varied audience.
Despite being a high-ticket product, Koi carp are not simply a luxury purchase. Their customers are discerning, highly informed hobbyists who value authenticity, detail and trust. Our goal was to reflect this mindset in the brand identity while also refining its market position to feel more elevated and professional.
We started with discovery workshops to unearth the values and vision at the heart of the business. From those conversations, we defined three core values: authenticity, professionalism and knowledge. They became the foundation for all brand and design decisions.
Culturally, the brand is rooted in Japanese tradition, and this influence was reflected by using Japanese art and symbolism, taking cues from sashiko embroidery and traditional motifs to create a refined logo mark. A radial pattern of four fish forms an X, subtly hinting at the word 'Exclusively'.
The result was a clean, confident brand identity and strategy that set Exclusively Koi apart from the competition. It positioned them clearly at the premium end of the UK Koi market. The new identity feels authentic, informed and quietly luxurious, resonating with their expert audience while staying approachable and rooted in tradition.
