Creative agency: Illumination
Type of work: Commercial work
Country: London, UK

Inspired by The Sun newspaper’s ‘bring back a brand’ campaign we were asked to revive a British classic by redesigning Britain’s most wanted retro snack, Fish ‘n’ Chips.

The Challenge
To re-invent Fish ‘n’ Chips for today’s consumer as well as attract a nostalgic audience who remember the brand first time around!

Illumination (The Big Idea)
We needed to take enough from the original design and add a layer of meaning and story that would resonate with the new target audience. The new design retains elements of the original 1980′s product but injects it with a new lease of life. The language used is quirky and accessible and loaded with fun, fish-related puns.

Sales of £2.1M were achieved in the first 3 months of its launch, and the brand has become number two in the Savoury Condiment category based on value ROS.
(Source: Nielsen)

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via Packaging of the World – Creative Package Design Gallery