After seeing the work done by the likes of Crowne Creative I felt it would be a fun challenge to create something similar. This pairs well as I have just finished a semester in branding.
Create a contemporary chippy aimed at younger people.
Chippies are something I hold near and dear. I feel they are a cultural staple within Belfast and it’s something I’d like to see live on. With the rising cost of living we see more and more of these establishments closing their doors and corporate franchises taking their place. I believe a part of the downfall of chippies can be attributed to the lack of young people who actually buy food from them. It is something that is definitely more popular with past generations. I think generally chippies have pretty poor branding and just a poor image as a whole, often being regarded as greasy and low quality. I’d like to change that.
I decided to create a quick project to see what a contemporary chippy might look like. Here is what I came up with.
I decided to name it “Batter”. I felt this name had local connotations and was super on brand and felt a little informal. I wanted to keep things simple so I created a wordmark around the idea of fish bones. I adjusted each letter to resembles the silhouette of a fish and allowed the letters to fill the space as the bones. Here is how that looks.
I wanted to keep the heritage of this world intact and for it to never be forgotten. For promotional items I love the idea of using this heritage as imagery for the brand to provide a sense of identity. Something like shown below.
To help draw in that young crowd I think combining the quick easy food aspect of the chippy with the social aspect of a bar could work really well. I think the premises should be a nice mix of both. Think tiled walls, aluminium furnishing and loud colours.
