Monster Fish & Chips
Monster Fish & Chips
Rebranding a tourist hotspot in Scotland
This project began with a personal experience, a trip to Fort Augustus, Scotland in 2024, where a visit to Monster Fish & Chips left a lasting impression. That moment sparked an idea: to reimagine the brand for a contemporary audience without losing the Scottish character that makes it authentic, particularly given how central tourist footfall is to the location.
Category
Brand Identity
Year
2024
This project began with a personal experience, a trip to Fort Augustus, Scotland in 2024, where a visit to Monster Fish & Chips left a lasting impression. That moment sparked an idea: to reimagine the brand for a contemporary audience without losing the Scottish character that makes it authentic, particularly given how central tourist footfall is to the location.
Category
Brand Identity
Year
2024
The original identity feels dated and visually cluttered. The illustrated Loch Ness monster intertwined with a Scottish Saltire flag shows good instincts but the execution is inconsistent. The light blue colour palette feels washed out, and the overall impression is of a brand that grew organically without much design intention.
The new logotype is bold, confident, and characterful. The Nessie figure nestled into the "O" of "MONSTER" shows that the local mythology is still present but now feels like a considered design choice.
The original identity feels dated and visually cluttered. The illustrated Loch Ness monster intertwined with a Scottish Saltire flag shows good instincts but the execution is inconsistent. The light blue colour palette feels washed out, and the overall impression is of a brand that grew organically without much design intention.
The new logotype is bold, confident, and characterful. The Nessie figure nestled into the "O" of "MONSTER" shows that the local mythology is still present but now feels like a considered design choice.
The bold blue and white stripe pattern is the stands out. It codes as coastal and British, evoking seaside chip shops, while feeling fresh and graphic enough to sit comfortably in contemporary design.
The bold blue and white stripe pattern is the stands out. It codes as coastal and British, evoking seaside chip shops, while feeling fresh and graphic enough to sit comfortably in contemporary design.
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