FISH FISH is the rejuvenation of one of Penrith's old local favourite fish and chip shops for the past 20 years. It's a fresh take on traditional fish & chips, combining fresh seafood with healthy bowls and generous servings to deliver humble food with a friendly experience. It's fish and chips done right.
Our task was to give the old shop a new personality and identity to match the new offering whilst retaining some nostalgic moments to reference what it once was. The palette is vibrant and intense and pairs well with the muted pebble textures used throughout the interior. The wordmark is sharp, striking and subtly resembles fish fins, whilst the illustration calms and adds character, creating a playful, enticing identity that avoids fish and chip shop cliches. We then designed a full suite of takeaway packaging, signage, uniforms and merch, along with fridge magnets as a nod to the old shop.
Credits
Produced in collaboration with The Colour Club
Design Director: Kelsen Findlay
Illustration: Kelsen Findlay
Photography: Jiwon Kim
