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Fellas Fish & Grill
Brand Identity & Menu System
Overview
Fellas Fish & Grill is a fast-casual takeaway brand offering a mix of traditional fish & chips, grilled items, kebabs, and comfort food.
The project focused on developing a bold, recognisable identity alongside a structured menu system that improves clarity in a visually crowded and competitive takeaway category.
The Challenge
Fish & grill takeaways typically prioritise variety over clarity.
Menus in this category are often:
Overloaded with information
Visually inconsistent
Difficult to scan quickly
This creates friction in fast-paced environments where customers make quick decisions.
The challenge was to retain the energy and familiarity of takeaway culture while introducing structure, hierarchy, and improved usability.
The Insight
In takeaway environments, customers don’t read — they scan.
Clear hierarchy and organisation directly influence:
Speed of decision-making
Customer confidence
Perception of quality
Improving structure is not just functional—it strengthens how the brand is experienced.
The Idea
Structured Rawness
The concept balances the expressive, high-energy nature of takeaway design with the need for clarity and control.
Rather than removing visual energy, the approach refines it through:
Defined hierarchy
Consistent layout
Selective use of colour and emphasis
Logo Concept
The logo combines a simplified fish form with grill-inspired linear elements, creating a direct connection between seafood and grilled preparation.
The mark is designed to be:
Simple and recognisable
Scalable across different formats
Flexible for use across packaging, signage, and digital applications
Paired with a bold wordmark, the identity reflects strength, clarity, and a flavour-led personality.
Visual Language
Colour Palette
The palette is inspired by heat, food, and takeaway culture:
Mustard yellow for warmth and visibility
Deep teal for contrast and depth
Red for emphasis and energy
Brown tones for a grilled, rustic association
Colour is used strategically to guide attention and create hierarchy within the layout.
Typography
The typography balances character with readability:
A bold slab-serif headline style establishes a strong, confident tone
A clean sans-serif supports clarity for menu items and pricing
This combination ensures the identity remains expressive while functioning effectively in real-world use.
Graphic Elements
The visual system incorporates:
Subtle texture
Hand-drawn food references
Controlled image placement
These elements retain the raw, familiar feel of takeaway culture while supporting a structured layout.
Menu Design System
The menu was treated as the core functional component of the identity.
Key design decisions included:
Clear grouping of categories
Consistent alignment of prices for quick scanning
Structured spacing to improve readability
Stronger visual hierarchy for key sections such as specials
The goal was to organise complexity without removing the character of the category.
Application
The identity is designed for practical use across takeaway environments and applied to:
Printed menus
Packaging materials
In-store communication
The system remains bold and recognisable while maintaining clarity in high-traffic settings.
Outcome
The final result is a more structured and recognisable takeaway brand that balances visual energy with usability.
The improved layout supports faster decision-making, enhances readability, and strengthens overall brand presence within a competitive market.
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