Restaurant Rebrand - The Fish & Chip Place

Brand Identity | Illustration

Logo featuring a light blue line‑drawn fish above dark blue rounded text reading ‘The Fish & Chip Place.’

OBJECTIVE

The Fish and Chip Place was looking for a complete rebrand for their restaurant, creating a cohesive visual identity that reflects their personality, values, and dining experience. The new identity should strengthen recognition, attract customers, and create a welcoming atmosphere, while keeping in mind the idea of modernizing the restaurant’s presence while preserving its charm.

bEHIND THE dESIGN

The branding for The Fish and Chip Place was designed around a playful rebrand that brings more flavour, fun, and personality to your plate.

Design choices included a logo that captures the spirit of the beloved restaurant through a splash of playfulness and a wink of nostalgia; a colour palette that anchors the brand in coastal charm; hand-drawn illustrations that feel fun; typography meant to evoke freshness and the sea; and crisp, white backgrounds that compliment the blue colour palette, adding contrast and a clean, minimalistic look.

Target Audience

  • Families and local community members

  • Nostalgia-driven diners

  • Fish and chip enthusiasts

Tools Used

Adobe Illustrator | Adobe InDesign

Server with restaurant logo on their t-shirt and two people sitting at a table in an indoor restaurant setting.
Restaurant chef wearing a dark blue apron featuring white variation of restaurant logo.
Light blue Fish & Chip Place food truck parked along a street, featuring a rooftop fish graphic, a side serving window, a detailed printed menu of fish‑and‑chip offerings, weekly location schedule, contact information, and social media icons.
Off-white t-shirt, towel, hat, and tote bag all featuring variations of restaurant logo or icon laid flat on light grey background.
Roll of dark blue circle stickers with white variation of restaurant logo.
Light blue circle pins with a white variation of restaurant logo.
White logo placed on the outside of a restaurant window.
Simple illustration of three dark blue fish in varying sizes.
Simple illustration of light blue bubbles with dark outlines.
Simple illustration of a disposable drink cup with a lid and straw.
Simple illustration of a fish on a light blue plate.
Simple illustration of a taco with a beige shell and green filling.
Simple illustration of a lemon slice with bold black outlines.
Simple illustration of french fries in a blue‑and‑white striped container.
Branded stationary flat on a white background, featuring letterhead, business card, envelope, and company logo.
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