Smugglers - Branding

Revitalising the identity of Smugglers, the beloved Fish & Chips shop in Delibole, has been an enriching journey focused on infusing modernity into its longstanding charm. At the forefront of this transformation was the client's desire for a contemporary logo that would reflect the essence of the business. Opting for a modern approach, we decided on a color palette that would capture attention and resonate with the brand's evolution.

Grey became the primary hue, chosen for its versatility and neutrality. To enhance visual appeal, a contrasting gold color was introduced, skillfully applied to create a striking contrast that exuded sophistication. The font selection, complemented by a gold outline, was a strategic choice to ensure legibility and to imbue the logo with a touch of elegance.

A defining element was the incorporation of an illustration featuring a cod fish – a nod to the heart of the business. This playful yet iconic addition not only pays homage to tradition but also injects a memorable visual element, fostering brand recognition.

Delibole's rich heritage in slate mining inspired a key design choice, incorporating slate as a fundamental material. This not only paid homage to the local history but also added texture and depth to the overall aesthetic.

Addressing the challenge of low ceilings, white paint and tiles were meticulously selected to brighten and open up the space, creating an inviting atmosphere. The gold accents, a continuation of the logo's color scheme, served a dual purpose by linking the interior design seamlessly with the brand identity while also infusing warmth into the space.

Expanding the physical footprint by annexing the adjacent cottage was a pivotal decision. This expansion not only facilitated a more extensive range but also increased the capacity to serve more customers simultaneously. In tandem with this physical growth, Smugglers embraced technological advancements, introducing an online ordering system via their website. The refurbishment, in turn, equipped the staff to efficiently meet the growing demand.

In keeping with contemporary trends, TV screens strategically placed behind the range showcased the all-new menu, ensuring that the customer experience extended beyond the physical space. The final steps involve adding art and plants to the interior, a touch the client believes will enhance the space's appeal. This, coupled with a fresh coat of paint on the exterior, signifies the completion of a comprehensive transformation.

Assisting Smugglers in this journey has not only been professionally rewarding but has provided valuable insights into project management dynamics. The fusion of modern design elements with traditional roots stands testament to the successful marriage of innovation and heritage in revitalising a cherished local establishment.