Oshi is on a mission to craft the world's most tasty and gourmet whole-cut seafood filets, made from plants, while eliminating ocean pollution and overfishing.


Brand Name

Brand Strategy
Brand Voice
Brand Identity

Creative Direction


1 overview


Oshi stands for crafting products that are Better Than the Reel Thing. They are a mission-oriented company deeply inspired to make a positive difference in the planet. At the same time, the company is equally focused on indulgence, celebrating positivity, and encouraging positive habits.

The Process

We studied the growing alternative meats industry and worked closely with the Oshi team to understand their long-term ambitions for their company, their technology, and their values. This discovery led to the development of a new brand name (from Plantish to Oshi), brand identity, messaging platform, and social cause designed around eliminating ocean plastic.

3 the process

Brand Strategy & Voice

Oshi's brand strategy is designed around the twin goals of sharing the brand's environmental mission and its commitment to tasty indulgence. To achieve this goal, we developed a playful, contemporary brand personality that shines through the brand's messaging.
Oshi's first product is a plant-based salmon. Given the inherent belief in the health benefits of conventional salmon, we strove to focus in on the clear UVP of their offering. This included their collaboration with world-class chefs to create a realistic replacement for conventional salmon, their social mission of eliminating ocean plastics, and their absence of micro-plastics and toxins like mercury that can be found in conventional salmon.

Brand Identity

Oshi's brand identity is notable for its playful logotype creating a wave-like shape above the lettering. The brand's logo mark is a modernist fish illustration that is used throughout the identity as a pattern and central element of brand packaging. Bright primary colors, along with custom nautical inspirations, offer an optimistic tone to corporate communications.

14 plant based
15 testimonial

Truffl is the best in the business. We looked long and hard for a branding agency and sought out Truffl all the way from Israel. Raphael and their team went above and beyond the call of duty for us, going beyond our scope to deliver something truly special. Naming our brand was particularly challenging, but along with the rest of our identity, they absolutely nailed it. Our entire team loves our brand and their efforts have been huge for our growth as a company. We couldn't recommend Truffl more!

Ofek Ron, Oshi | CEO