Loch Fyne
Fishy Character

Project Services

Positioning
Visual Identity
Art Direction
Collateral Design
Print Production
Campaign Messaging
Brand Guidelines

Project Overview

Loch Fyne Restaurants became popular through their use of locally caught fish and shellfish from their own seawater Loch on the West Coast of Scotland. Originating in a single fisherman’s shack on the waters edge, they expanded into a multi-venue chain throughout the British Isles.

Added Character

To re-define and re-position the Loch Fyne Brand, we identified the brand had lost its ethos during its extensive expansion. With a ‘back-to-basics’ approach needed, an extensive photo shoot was commissioned at its spiritual home, Loch Fyne, which allowed us to focus on the source of the fish and shellfish, highlighting the fishermen who catch the produce and emphasising the origins of the ingredients on the menu.