Salt & Vinegar is a new take on the traditional fish and chip shop – sourcing the finest seafood and locally produced ingredients, they deliver the freshest, most delicious fish and chips in the country. The Salt & Vinegar team approached us to create an identity that would communicate their ethos and set them apart from the norm.
We created a fun brand using familiar elements which play on the established language of the traditional fish and chip shop. Using a simple colour palette of blues and whites to evoke the seaside, we created a set of salt and vinegar-themed icons and patterns to allow maximum flexibility. A “fishtail” ampersand and characterful typography add to the overall sense of playfulness. A serious fish and chip shop that doesn't take itself too seriously.
