Over the last decade, Richardson's, the well-established seafood and fish and chip business, evolved as a company but the branding became confused and inconsistent. Richardson's has a rich heritage in the heart of Fleetwood and runs both a B2B firm, Richardson's Seafoods, and a B2C company, Fleetwood Fish and Chip Shops, including The Fish House and The Fish Hut. A new smoked fish venture also needed a brand identity, as well as a mobile fish and chips van with a growing events audience to attract. It was time to bring all of the company's divisions together under the Richardson's umbrella name, so that all elements of the company could be clearly defined, targeting customers more efficiently as a result.
Eat Marketing set out to visually unite all aspects of the Richardsons’ family business under the overarching and recognisable Richardson’s identity. This was achieved by establishing a business group logo for Richardon’s Seafoods’ wholesale business and then reproducing the logo style across the four sub-brand logos.
We kept the typography simple and clean, added a modern colour scheme of black, gold, and white, and created fresh new logos for each of the business divisions. This gave them their own unique look and feel while also allowing them to work together as a set of brands under the Richardson’s name.
The brand statement of ‘Heritage. Trust. Quality’ has been established to support Richardson’s brand positioning of the wholesale business as well as all sub-brand elements.
Eat Marketing’s expertise were employed to design and develop a new website for Richardson’s Seafoods, which included the installation of an online ordering system. We then focused our efforts on the fish and chip side of the business, creating a new website that included two locations, a mobile van, and the upcoming Smokehouse.
Richardson’s now has a consistent and recognisable brand style across its business entities including wholesale, fish and chip restaurants, a mobile van, and the future Smokehouse. Provided with a style guide to guarantee all future marketing materials are consistent and on brand, Eat Marketing has created a confident, cohesive brand with all the marketing tools needed to attract new customers to Richardson’s various businesses.
The two websites now make it easy for wholesale customers to place orders online, and The Fish House and The Fish Hut now have their own online ordering systems that customers can use directly.
In-store, the new brand identity has been pushed out across digital menu designs, with a mix of static screens and a slideshow that engages and upsells to customers.
Finally, with the help of the Eat Marketing content team, Richardson’s has been able to keep its social media posting consistent and engaging across Facebook, Twitter, and Instagram.
“Eat Marketing has really tidied up the Richardson’s brand. All the strands of the business now look consistent and this together with our websites and better social posting have given us everything we need to move forward and grow”.
Director – Richardson’s