The brief was to create a brand identity for Pete’s Fish & Chips. Pete’s introduces an elevated take on the beloved British classic: fish and chips, and the brand identity needed to reflect this while also providing a nod to its more humble roots. 
The logotype was created from Peter’s own handwriting, adding to the authenticity of the brand, and the colours, pattern and newsprint were selected to invoke memories of the quintessential English seaside experience.
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