I think the designers here are being much too literal with their concepts. The name of the company is very whimsical which calls for, in my opinion, a whimsical treatment and being based in Hawaii, what's more whimsical than strong graphics of colorful, tropical fish?
Continuing with the fish treatment, I thought how beautifully the colors would pop off of black! On billboards, television, t-shirts, coffee mugs, etc.