A brand new Seattle original

Founded by the English-born Alger brothers, SPUD Fish and Chips has been a fixture on Seattle’s waterfronts since 1935. Its food is simple and delicious. But, with multiple locations and independent owners, its brand isn’t always as consistent. A restaurant opening presented the chance to reassert and renew SPUD’s identity as the city’s go-to fish-and-chips shop—yesterday, today and tomorrow.

What we did

Brand Identity
Retail Strategy
Interior Design
Merchandising
Website

Founded by the English-born Alger brothers, SPUD Fish and Chips has been a fixture on Seattle’s waterfronts since 1935. Its food is simple and delicious. But, with multiple locations and independent owners, its brand isn’t always as consistent. A restaurant opening presented the chance to reassert and renew SPUD’s identity as the city’s go-to fish-and-chips shop—yesterday, today and tomorrow.

A brand new Seattle original

To focus the brand, we embraced its most iconic elements and reimagined them in 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 diamond pattern was added to grab attention. Each element works alone or in combination. It’s a branding system with the flexibility to grow wherever SPUD takes it.

Anticipating SPUD's future growth, a modern approach to branding was developed for packaging, merchandise, furniture, and restaurant layout. It was created to appeal both to loyalists and a new generation of patrons. A comprehensive toolkit for future retrofits and build-outs was developed to ensure continuity across stores.

 

WHAT WE DID

Brand Identity
Retail Strategy
Interior Design
Merchandising
Website

 

 

WHAT WE DID

Brand Identity
Retail Strategy
Interior Design
Merchandising
Website

Video: Wiz Creative Marketing

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