Fellas Fish & Grill

Introduction

FELLAS Fish & Grill is a bold, street-smart food brand based in the UK, serving up a mix of classic fish & chips, juicy kebabs, and grilled comfort food. The identity is built around the spirit of modern British takeaway culture — approachable, flavour-packed, and full of personality. The goal was to create a brand system that feels confident, familiar, and unmistakably bold, both in tone and design.

Logo Concept

The FELLAS logo brings together two key visual elements — a fish and a grill — to capture the essence of what the brand offers.

• The fish icon is stylised using vertical grill lines, symbolising both flame cooking and the food itself.

• It’s designed to be clean, compact, and instantly recognisable across packaging, signage, and digital use.

• Paired with a strong wordmark, the logo conveys masculinity, simplicity, and flavour-driven energy.

This identity bridges traditional and contemporary, appealing to both loyal locals and new foodies.

Brand Personality

FELLAS is more than just a food joint — it’s got attitude and heart.

• It’s friendly but no-nonsense, like your go-to neighbourhood spot where quality speaks louder than trends.

• The brand voice is confident, bold, and down-to-earth, echoing the UK street food scene.

• Visuals and messaging are designed to feel real, grounded, and full of flavour, just like the food.

Color Palette

Inspired by actual grilled dishes, the palette reflects char, heat, and zest.

• Charcoal Blue: Like dark wooden tabletops and grilled skins.

• Golden Yellow: Reminiscent of crispy chips and lemon wedges.

• Spice Orange: Tandoori and peri-peri-style warmth.

• Roast Brown: Rich, cooked edges of kebabs and grilled meats.

• Chilli Red: Adds vibrancy and a spicy kick to the visual identity.

These colours make the brand feel appetising, energetic, and flame-kissed.

Typography

• Primary Font – Ultra: A heavy, blocky slab serif that gives the brand its bold and gritty foundation.

• Secondary Font – Outfit: Clean, geometric, and easy to read, perfect for supporting text on menus and packaging.

The type combination balances attitude with function — making the brand both eye-catching and practical.

Brand Feel

FELLAS feels like your favourite late-night spot, but with a brand identity that’s stylish, sharp, and built to last.

• It’s direct, flavourful, and proudly local.

• The visual identity system is minimal yet expressive, combining concept-driven design with street-level charm.

Whether it’s wrapped around a takeaway box or displayed above a shopfront, FELLAS stands out.

Outcome

The brand system is made to scale — perfect for menus, uniforms, social media, loyalty cards, and more. With a strong conceptual logo, expressive palette, and bold type, FELLAS has everything it needs to grow as a modern UK food brand rooted in tradition but designed for today.