Landed at dawn. On ice by eight.
INSIDEA designed this homepage for a wharf fish market that posts the daily catch. Netwright Seafood is a fictional brand, so the names, people and numbers on the page are invented.
- Industry
- Retail stores
- Typeface
- Jersey 25
A fish market that posts each morning's catch with boat, landing time and price: deep sea navy, foam white, buoy orange and sea glass, a heavy pixel-cut display face and a catch board that counts down pounds left through the morning.
The brief
Shoppers want to know what came in this morning, how fresh it is and whether it is gone before they drive to the wharf. Show each fish with its boat, landing time, price and amount left in the first screen.
The direction
Harbor dawn, with a heavy display face in foam white on deep navy and buoy orange for prices and actions. The hero is a catch board for Thursday morning with a replay slider from 5:30 to 9:30 am, eight items by boat and the halibut marked sold out.
The detail
The seven fish landed 840 lb, the pounds left add to the 478 lb at the counter, and the difference is the 362 lb sold; a 1.50 lb sole fillet at $19 is the $28.50 receipt. Oysters are kept out of the pound totals, and the two farmed items are marked as farmed.
- Display
- Jersey 25
- Text
- Fira Sans
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