Original Fish

Original Fish Zürich is positioned as a premium fishmonger that redefines quality through a deep commitment to sustainability, craftsmanship, and provenance. Founded in 2023 by brothers Benedict and Georg von Tscharner, the brand is rooted in a shared passion for exceptional fish and a respectful relationship with nature, forming the core of its value proposition. The strategic intent was to create a high-end identity that communicates trust, expertise, and understated luxury within a traditionally utilitarian category. This is expressed through a refined visual language, where intricate hand-drawn elements highlight precision, care, and artisanal credibility. The logo serves as both a symbolic and narrative anchor, subtly representing the two founders while integrating a hidden Swiss cross in the negative space to reinforce origin and authenticity. Together, the brand concept and design system position Original Fish Zürich as a modern benchmark for conscious, premium seafood.