Selfish Club is a rustic fishing club with tasty food and high quality accommodation services. The club is positioned as a prestigious male community, the brotherhood, which regular visitors are proud of the membership. The client's brief is to design a logo with a system of visual communication. Also the task is to create and develop the idea of the further club’s promotion. During the work it was taken into account all the necessary elements planned within the complex. The logo – two crossed metal hooks - sets intense but comfort mood to represent the project’s main idea of strong man community. Calm dark colours resemble the water surface and fish scales. Light colours of sandy shore or wood are added to the palette for natural contrast.