Fish, chips and a side order of ‘new’

In 2018, famous British fish and chips restaurant Harry Ramsden turned 90, and what better time to evolve the brand with a new look and feel to make it fit for the future?

We were commissioned to refresh the brand, from logo to colour palette, typography to tone of voice and photography to illustration, all ready for reveal at the Harry Ramsden new concept site at Westquay, Southampton.

A new logo and strapline to convey passion

Bold and modern, we designed a new logo which takes subtle cues from the waves in the sea, with a distinct curve on the H and A. And when it came to a new strapline, we took inspiration from the man himself. Harry Ramsden was often called the ‘Uncrowned King of Fish and Chips’, a nickname that conveyed his originality and expertise. We captured that sentiment in a new line to communicate the brand’s continual passion for its product in a way that’s relevant for today.

Creating character

We piled heaps of personality into the brand, with a bright, bold colour palette, a new photography style which makes the product the hero and a suite of original typefaces. We also introduced illustration and used it to communicate key brand messages in a way that offers more engagement than simply words alone. We brought this to life at large scale in the restaurant as a mural, creating a hugely sharable social media opportunity.

A holistic approach

Our new look and feel runs across everything from menus to digital posters, and staff t-shirts to restaurant interiors, as well as digital channels too.

“One word: thrilled! Whippet has been the perfect partner to help us on our journey.”

Angela McNeill

Head of Marketing, Boparan

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