Our name was created to mean more than just a fish store. Into the Blue signifies our passion for education and sustainability. We believe providing environmentally friendly alternatives to purchasing wild stock in the hopes of helping our industry and revolutionizing aquaculture. We’re all things marine. In fact, our logo was specifically designed to change, from a plain and barren wordmark to living organic letterforms that represent water, fish, invertebrates, and corals that evoke energy and life in the reef.