Loch Fyne Restaurants
Brand Evolution, Brand Re-alignment, Brand Identity, Art Direction, Marketing Collateral, Print + Production
Loch Fyne became popular through its use of locally caught fish and shellfish sourced from their own seawater Loch situated on the West Coast of Scotland. From humble beginnings in a fisherman’s shack on the Loch edge, it quickly expanded to a multi-venue restaurant chain located throughout the British Isles.
To relaunch and redefine the Loch Fyne Brand we looked at the restaurant chain and identified it had lost its original ethos throughout its extensive expansion.
Having decided on a ‘back–to–basics’ approach, an extensive photo shoot was commissioned at the businesses spiritual home, Loch Fyne, Scotland. The focus became the source of the fish, shellfish and the fishermen who caught the produce to reinforce the origins of the produce to guests of the restaurant.