A BRAND NEW SEATTLE ORIGINAL
Spud Fish & Chips has been serving delicious food on Seattle’s waterfronts since 1935. But, with multiple locations and owners, its brand isn’t always as consistent. A restaurant opening presented the chance to renew Spud’s identity as the city’s go-to fish-and-chips shop—yesterday, today, and tomorrow.
By embracing its most iconic elements we developed a fresh but familiar identity. The fish got friendlier; type took cues from original signage; color was restored and revitalized; and a classic diner-inspired pattern was added. Each element works alone or in combination. It’s a branding system with the flexibility to grow wherever it goes.
A modern approach to branding was developed for packaging, merchandise, furniture, and restaurant layout that appeals both to loyalists and a new generation of patrons. A comprehensive toolkit for future retrofits and build-outs was created to ensure continuity across stores.