True South Seafood

True South Seafood are hand-harvesters and exporters of wild-caught Tasmanian blacklip abalone, New Zealand Pāua and sea urchin (uni). The aquatic wilderness that surrounds the remote islands of Tasmania and New Zealand are some of the most fiercely protected in the world, where the cold, clear waters of the Southern Ocean produce some of the most premium quality, wild seafoods available. Carefully and sustainably hand-harvested, the seafood is exported to Australian and Asian markets.

True South underwent several acquisitions and mergers before undergoing an extensive naming process in 2020. We arrived at ‘True South’ as the new name for the business – ‘True’ alludes to the purity and wild nature of the product and ‘South’ to represent both Tasmania and New Zealand as the premium seafood growing region. A luxurious and delicate product needed a logo to reflect this. Rendered in gold and the deep blue of the wild southern seas, the circular symbol is a combination of the Earth tilted to reveal its southern axis, blended with the golden ratio observed in the swirl of an abalone shell.