Shap Chippy

Branding shappiness

Food Branding

The brief

Shap Chippy, who won the award for the UK’s second best fish and chip shop at the National Fish and Chip Awards 2020, wanted to refresh their brand and website to better reflect their team’s vibrant personalities.

What we did

Food Branding

Food that’s off the scale

Since Shap Chippy was bought by Matt and Ashley Phillips in 2018, it’s been given a new lease of life with both the shop and restaurant receiving some much needed TLC.

Located on the edge of the Lake District, Shap Chippy is now a huge hit with locals and travellers alike. After building up a good reputation for its award-winning traditional fish and chips, friendly customer service and fun social media posts, it was time to now give some TLC to the Shap Chippy brand.

Food Branding

Shappiness is fish and chips

Our concept behind the branding refresh for Shap Chippy was to celebrate all things ‘shappy’ (ie. happy). Not afraid of a good pun, the Shap Chippy team’s fun and friendly personalities have been captured in the updated branding.

As well as devising plenty of playful brand statements such as ‘shappy vibes’ and ‘make your taste buds shappy’, we also created a new strapline for Shap Chippy: ‘Shappiness is Fish and Chips’.

Quirky sea-themed illustrations and flourishes help to express the brand and have the flexibility to be used across a variety of marketing assets. As well as a new logo design, we also evolved the brand’s previous colour palette modernising the primary colours of blue and adding secondary colours into the mix for more variety.

Food Branding
Food Branding

A fintastic website design

Once the refreshed branding had the go ahead, it was time for us to turn our attention to Shap Chippy’s website. The new design is based around ‘the shappy sea’ and features an underwater scene brought to life with subtle animation in the illustrations. Deep sea divers float next to sausages and saucepans, as users scroll down to enjoy the Shap Chippy experience.

The new website design has allowed Shap Chippy’s tone of voice to stand out more, with space for confident headlines and playful copywriting (with plenty of puns included of course). Whilst all imagery used across the site is consistent in style, focus and quality.

All images featured on the website were taken by Eat Marketing, as part of a photoshoot we had the pleasure of organising for Shap Chippy. The new photography enhances the website design, presenting the food in its best light whilst allowing visitors to meet the faces behind the Shap Chippy brand. It has also provided them with a big resource bank of great images to use across their marketing.

Online ordering is also integrated in the new website design, seamlessly directing customers to Shap Chippy’s branded Hungrrr page. This addition to the website has proved hugely successful during the coronavirus lockdown period.

Food Branding
Food Branding
Food Branding

Bringing the shappy vibes to you

Shap Chippy also had a dream of working at festivals, providing event catering and offering village drops offs around Cumbria. But to do this they needed a mobile fish and chip van.

In true Shap Chippy spirit, the team bought a custom-built van named ‘Shappy Wheels’ and asked for our expertise in designing the exterior, along with creating marketing material to support the new service’s launch.

In keeping with the refreshed branding and website, we used the illustrations to add personality to the van and ensure it would be spotted from afar when out on the road. The design was strategically considered so that when the van was in use and serving customers, the Shap Chippy logo and contact details were still visible to customers.

With our help, Shap Chippy now also has branded promotional flyers, posters and loyalty cards to help spread the word about Shappy Wheels across Cumbria.

Food Branding

“When we approached Eat Marketing we knew we had a fabulous business, we just didn’t know how to bring our personality and professional approach to life through the banding and company image. Working with the team they brought our vision to life and more! Creating engaging professional content that really embodies who we are as not only a business, but as a team too.

Matt and I have worked in corporate companies and we really appreciate Eat Marketing’s structured approach. The project was huge and the team planned it out and delivered on everything!” – Ashley, Shap Chippy 


Similar project in mind? speak to Maria:
0845 835 4661

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