Adding new life to a marine life-preserving brand

Instant Ocean is the world’s most widely used aquarium sea salt and the preferred choice of public aquariums and saltwater hobbyists. It is used in such notable aquariums and marine adventure parks such as Sea World, Orlando, Fla.; Shedd Aquarium, Chicago; and Georgia Aquarium, Atlanta (the world’s largest aquarium). A world leader since 1964, Instant Ocean was in need of graphic refreshing and a new brand identity to capitalize on its science-based heritage.

Starting with the logo, The Anderson Group created a new stylized clownfish and sea anemone. The ever-popular orange clown fish and purple sea anemone had been clearly associated with the Instant Ocean brand and rather than introduce an entirely different look for Instant Ocean, The Anderson Group built on its visual equity and transitioned the familiar images into the 21st century.

In addition to the refreshed logo, a tagline was created for the first time in Instant Ocean's history. Instant Ocean's ability to faithfully recreate the ocean's environment in one's own home with easy-to-use products was captured represented through the words "Bringing the ocean home."