The brief required a re-brand of the British fish and chip restaurant chain, Harry Ramsdens. Created in 1928 it is well known throughout the UK. Although they are still relatively well known the brand has documented they are losing business and wants to re-popularise itself through new branding. The re-brand gives a refreshed identity whilst celebrating their heritage and creating a logo that defines their future. The chosen branding should have the ability to work over a large range of products and mediums ensuring that the brand is presented as a well formulated whole.
The target audience are those who enjoy good British food, cooked well, specifically Harry Ramsdens signature dish fish & chips. We were aiming to appeal to an older demographic, those who have had experiences of Harry Ramsdens previously and wish to eat their again yet also a younger generation, as the re-brand also creates the opportunity for those who were not aware of the brand to visit the restaurant. While designing we kept this in mind and feel that the aesthetics reflect the key qualities and promises of Harry Ramsdens whilst referencing the traditional to appeal to an older target audience yet looking fresh and modern enough to hold values with the younger target audience.
