Founded in 1971, family-owned Tobermory Fish Company is an artisan fish producer based on the Hebridean Isle of Mull. Using locally sourced, sustainable ingredients and resources, every pack of their deliciously award-winning smoked trout and salmon is made by hand, to recipes refined over three generations. Naturally, the product was perfect but it was time for the brand to undergo an identity refresh – one evocative of the sense of place and quality in every fillet.
Provenance remains a key purchase driver for consumers. For The Tobermory Fish Company its connection to the picturesque and photogenic Isle of Mull is authentically rooted in everything it does. It was time to leverage this connection further; dialing up cues of quality and craft in the process.
LUX collaborated with world-renowned illustrator, Iain McIntosh, to develop an instantly recognisable new logo, inspired by Tobermory’s colourful iconic harbour-side houses. The result was an ownable-take on the island’s famous vista; serving to more closely link the brand with its namesake location. Meanwhile, the development of a blackboard treatment for the rest of pack – reminiscent of traditional fishmongers – further leverages cues of quality and craft that goes into each and every fillet. The finished brand refresh sets the next generation of The Tobermory Fish Company up for success, while enabling consumers to better taste the provenance at first glance.
Following the brand refresh, Tobermory Fish Co is now, more confidently than ever before, selling product into a number of key markets; setting the next. generation of this family business up for success.
27 Maritime Street Edinburgh