We collaborated with the Fisheries Research and Development Corporation (FRDC) to create the first Australian Fish and Chips Awards to promote the fish and chips shops from small businesses to high-end dining. Consumers vote for their favourite shops where winners are declared annually. This yearly campaign is also part of their drive to increase awareness of the Australian consumer about sustainable fishing.
In this project we were tasked to create a brand identity including digital marketing materials and a campaign landing page where people can vote and check more information such as news and updates.
We created a design that captures the quintessential elements of a fish and chips shops in your local neighbourhood. We opted for a minimalist approach in our execution to make it timeless and versatile. Instead of a cooked fish we decided to go with a more dynamic visual approach to make it look fun and accessible.
Colours and typography
The colours of the brand are a mixed of warm tones and blues. Yellow or orange warm colours have always been associated with food whilst the blue colours represent the sea.
Another inspiration we had are life around wharves. The hand-painted signages around these areas give a nostalgic feeling and association with the sea.
In addition to the obvious fish and chips elements, we added fun and dynamic visuals of brush strokes that look like splashes of water in different colours.
Interactive landing page
We utilised the branding elements to liven up the landing page of the campaign. We delivered a responsive website that allows users to access it seamlessly through their mobile devices.
The Australian Fish and Chips Awards is now on its third year. Go to their Facebook page to find out more on how you can support your favourite Fish and Chips shop and make them the Catch of the Year!