Harry Ramsden
Fish, chips and a side order of new
The challenge: The iconic British fish and chip brand Harry Ramsden’s had become stuck in the past, failing to connect with modern family diners and the crucial Gen Z audience. With changing food trends and increasing competition, they needed a bold reinvention that would honour their heritage while making them relevant to contemporary audiences across all touchpoints.
Our approach: Creating a fresh hook
1. Strategic repositioning
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We conducted comprehensive audience research to understand what would make Harry Ramsden’s appeal to families and younger consumers while retaining loyal customers, identifying opportunities to inject personality without sacrificing their authentic fish and chip credentials.
2. Visual revolution
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We developed a completely refreshed visual system that would transform the brand from traditional to vibrant, creating a distinctive look that would stand out in the competitive casual dining space while working effectively across physical and digital environments.
3. Holistic implementation
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We created a detailed rollout strategy that ensured consistency across all customer touchpoints, from in-restaurant experience to digital engagement, establishing a cohesive brand world that felt intentional and immersive.
The solution:
A big catch for a new generation
Bold colour palette: Introduced a vibrant, contemporary colour system that moved beyond traditional seaside blues to incorporate energetic accent colours that appealed to younger audiences while maintaining brand recognition.
Playful typography: Selected typography with a personality that balanced fun with legibility, creating a distinctive voice that worked across menus, signage, and digital platforms while appealing to diverse age groups
Signature iconography: Designed a playful set of custom icons and illustrations that added character to communications while reinforcing the brand's British fish and chip heritage in a modern, shareable way.
Dynamic menu design: Reimagined both printed and digital menus with a focus on photography, typography hierarchy, and intuitive navigation that improved the ordering experience while showcasing food quality.
Social media framework: Developed a flexible content system for social channels that balanced product promotion with lifestyle content, creating a more engaging presence that resonated with younger audiences.
Campaign architecture: Established a seasonal campaign framework and creative approach for consistent yet fresh promotional activities throughout the year, including special menu launches and partnership opportunities.
“One word: thrilled! Whippet has been the perfect partner to help us on our next chapter.”
Angela McNeill, Head of Marketing, Boparan Restaurant Group