Knowledge of old values and traditional production are the top priority of Smutje. Smutje also emphasizes its characteristic identity, which is visualized in a multi dimensional combination of form, color and typography.In an up-to-date visualized environment the brand links product and theme through functionality. In addition high degree of abstraction and reduction of elements stay in contrast to soft forms and colors. The logo combines the product, a cut fish filet, with an abstracted corner of a building – am Eck (at the corner) – in a perspective view. The logo also refers to the store’s location, which is located at a block’s corner.Naming: As the ship‘s chief cook the Smutje holds responsibility for creating the daily menu and the purchase and storage of food for long journeys. Therefore, he is also called the most important man aboard, since the crew’s mood is determined by his meals.