After nearly 20 years of her family serving fish and chips to the community of Egremont, Beth Fraser was now taking the reins of the fish and chip shop’s marketing, with a new approach and understanding of how valuable branding can be to a business.
The Fraser family has proudly run Frasers Fish & Chip Shop in Egremont since 2002, but their history within the industry goes back more than 40 years. As a third generation member of the family, Beth Fraser asked for Eat Marketing’s creative eye to bring to life her vision for realigning the brand positioning for the fish and chip shop.
One key USP of Frasers that wasn’t coming across in their current branding, was how much care and attention went into not only sourcing their ingredients but also preparing their food for customers.
Their homemade mushy peas, tartare sauce, fishcakes and corned beef rissoles are all prepared daily on premises. Whilst all fish is sustainably sourced, the potatoes are farmed locally in Penrith and careful consideration went into choosing their batter recipe.
The concept of our branding and logo design was based around heritage – in recognition of both the family business and Egremont community. Bringing shades of seaside blues together, the colour palette and expressions used are
inspired by Egremont’s industrial past in ironworks, whilst also paying homage to the location in the branding.
Through using a wave within the logotype it establishes Frasers’ locality to
the coast and focuses on bringing elements of the local area into the brand itself, creating a seaside scrapbook feel. The strapline ‘Prepared by our family. Cooked for yours.’ and the ‘Est. 2002’ stamp also helps to position Frasers as an experienced, family business with a focus on homemade, quality produce.
To help ensure consistency throughout any branded assets created by the family moving forward, we also provided Frasers with a thorough set of brand guidelines.
With COVID-19 causing many fish and chip shops to realign how they processed orders, we worked with Frasers during this difficult time to deliver a temporary landing page with integrated online ordering for click & collect.
The landing page brings together all aspects of the new branding – from the stamp effect to the updated strapline and colour palette – to provide Frasers with a well-designed, on brand and easy to use website. From here, customers are seamlessly directed to Frasers’ branded Preoday online ordering page where they can browse the streamlined menu, place and pay for their order before collecting in-store.
Frasers now have a brand they can be proud of, that encapsulates everything their family business offers.
“Working with Eat Marketing has been fantastic. They understood my vision for the business moving forward and created a brand that reflects both our passion for quality produce and our connections to the local area. During the coronavirus lockdown, it was easy to still communicate with the team to get our online ordering landing page live within a matter of days, which was amazing!” – Beth, Frasers