OUGD303 Brief 6 - Fishmongers Introduction - Board 1/7 Logo The logo is made up of two parts. I took the idea of fish hooks and a fish to make up one part of the design, and then using the ends of the fish hooks I also tried to make the logo look like a devil head. So the two meanings were a fish with an eye, and a devils head with horns. Here is an overview of some of the deliverables I designed for this brief.
OUGD303 Brief 6 - Fishmongers Introduction - Board 1/7 Just for the Halibut Introduction Just for the Halibut was a brief to re brand a fishmongers. I wanted to create a interesting identity, that had a clever aspect to it. So I came up with the name Just for the Halibut as a play on words for ‘Just for the Hell of it’. Then because the name had a double meaning I wanted to communicate that in a logo. I produced designs for a range of deliverables that fit with the idea I had of a fishmongers. Logo The logo is made up of two parts. I took the idea of fish hooks and a fish to make up one part of the design, and then using the ends of the fish hooks I also tried to make the logo look like a devil head. So the two meanings were a fish with an eye, and a devils head with horns. Here is an overview of some of the deliverables I designed for this brief. D S
IntroductionJust for the Halibut was a brief to re brand a fishmongers. I wanted to create a interesting identity, that had a clever aspect to it. So I came up with the name Just for the Halibut as a play on words for ‘Just for the Hell of it’. Then because the name had a double meaning I wanted to communicate that in a logo. I produced designs for a range of deliverables that fit with the idea I had of a fishmongers.
Logo The logo is made up of two parts. I took the idea of fish hooks and a fish to make up one part of the design, and then using the ends of the fish hooks I also tried to make the logo look like a devil head. So the two meanings were a fish with an eye, and a devils head with horns.
Here is an overview of some of the deliverables I designed for this brief.DS
OUGD303Brief 6 - Fishmongers Packaging-Board 2/7
DeliverablesA range of different deliverables was important for this brief. One of the main parts of the brand, was the picture of the sea. It was a picture that I took specifically for the project and felt that it kept labels and other deliverables consistent across the brand. Two different sized jars which contain various table sauces and condiments.
Stock/FormatPaper stocks didn’t seem appropriate for the stock of the labels, so I used a canvas stock that gave the labels a different texture. I felt that this added a different feel to the brand and was appropriate to the style I was trying to achieve.
ColoursThe different colours that went on to the labels were a reflection of the condiment that went in to each of the jars. I matched the colours together too, so that they worked as a group but overall they were a reflection of the sauces.
BottlesBottles like this fit well with my idea of the style of fishmonger I wanted to brand, and they work well as context for this project. The labels I produced for the brief have the ingredients of the different liquids as I couldn’t fit them on the bottle. As well as the ingredients they have information about Just for the Halibut for the customers reading pleasure.
BagsI wanted to apply the image of the sea that I used with the other labels to the bags. The size and shape of the bag was important, and I decided that a tall thin bag would be appropriate because it would allow the fish to be packed vertically so the fish weren’t bent or damaged when carrying.
Stock/FormatConsidered stocks included, tracing paper, canvas and various papers. I ended up choosing a thick paper stock to give the bag the rigidness to hold the fish vertically in the bag.
ColoursThe colours of the bag were important to keep consistency across the brand, so I stuck with the black and white style.
Chopping BoardThe idea of this was that they would be available to buy from the fishmongers, as a gift or just generally. The symbol for Just for the Halibut brand was laser engraved in to the wood. This felt like the best way to brand the chopping board to keep consistence throughout the deliverables. The type of wood was important in this, because of the colour and size. I chose pine because I could rub it with sunflower oil to darken the colour to my needs.
Chef KnifeTo go with the chopping board, I got a knife laser engraved with my logo design. I felt this was another appropriate deliverable as part of the range. It is also another product that would be sold in the shop with the chopping board.
Wrapping paperTo wrap the fish up in, I used the same picture as the labels and added the names of the fish available to the fishmongers. That way they can wrap the right fish up in the wrapping paper. I also included recipes on alternate wrapping paper which would give the customer a recipe for the particular fish they had bought.
Stock/FormatThe stock for this is tracing paper. My thought process for this was that I wanted people to see the quality of the fish but still be able to add some design to the stock. I chose tracing paper because you could easily print on to it and see through the paper slightly. This allowed me to add designs such as the recipes. The format for this is A3 because it allowed me to wrap most fish up to 400mm in length.
HalibutFor the smoked haddock risotto
2 tbsp olive oil
50g/2oz butter
1 onion, peeled, finely chopped
250g/9oz smoked haddock fillets
100g/3½ peas
250g/9oz Arborio rice
500ml/17½fl oz boiling water
4 tbsp freshly grated parmesan
Salt and freshly ground black pepper
For the shellfish froth
1 tbsp olive oil
50g/2oz butter
8 langoustine shells (see above)
1 onion, peeled, roughly chopped
1 carrot, peeled, chopped
1 fennel bulb, peeled, chopped
2 fresh bay leaves
2 tbsp tomato purée
splash of whisky
1 litre/2 pints water
250ml/9fl oz cream
few sprigs fresh chervil, to garnish
For the risotto, heat the olive oil and half of the butter in a large pan and fry the onions for 3-4
minutes until tender. Add the rice and stir well to coat evenly in the oil and butter.
Add a ladleful of boiling water and cook, stirring frequently, until the rice has absorbed nearly all
of the liquid. Add the remaining water, a ladleful at a time, until all of the water has been used and the rice is tender with a creamy texture.
Stir in the peas and smoked haddock and cook for 3-4 minutes, or until the fish is cooked through. Stir
in the grated parmesan and season, if necessary, with salt and freshly ground black pepper.
For the halibut and langoustines, preheat the grill to medium.
Season the halibut and peeled langoustine tails with salt and freshly ground black pepper and drizzle
with the olive oil.
Heat a frying pan until hot and fry the halibut fillets skin-side down for 1-2 minutes, or until golden-
brown. Turn the fish over and fry for a further 1-2 minutes.
Transfer the fish onto a baking tray, add the langoustine tails and place under the grill for 5-6
minutes, or until the fish and langoustines are cooked through.
For the shellfish froth, heat the olive oil and butter in a pan, add the langoustine shells, onion, carrots,
fennel and bay leaves cook over a low heat for 15-20 minutes, or until very tender.
Add the tomato purée and cook for a further 4-5 minutes. Add a splash of whisky to the pan,
scraping up any browned bits from the bottom of the pan with a wooden spoon to deglaze.
Add the water and bring to the boil, then reduce to a simmer and cook for 30 minutes. Strain the
mixture through a fine sieve, discarding the solids, then return to a clean pan over a medium-low heat. Stir in the cream and season, to taste, with salt and freshly ground black pepper.
Using a stick blender, blend the liquid until frothy.To serve, spoon the risotto into the centre of four
serving plates. Top each serving with a halibut fillet and two langoustine tails. Spoon the shellfish froth around the plate and garnish with a few sprigs of chervil.
DS
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5 Dock RoadDorsetD14 4TRT : 01422 231521F : 01422 231522Just for the Halibut
5 Dock RoadDorsetD14 4TRT : 01422 231521F : 01422 231522Just for the Halibut
Queue TicketsFor days when the queues are long and orders may take a couple of minutes to prepare for the customer, I designed some tickets that would be given out and called when the customers order is ready. Using the style of the brand and using a thin easy to rip stock, these tickets are a simple solution to that problem. They are 40mm x 20mm with a perforated edge to enable easy tearing.
Business CardsUsing the identity here the business cards for this shop would be given out when asked for it a customer wanted to know the shop number or address if they wanted to place a large order. A simple contact card that is consistent with the brand. The stock is White Matte 250gsm paper, 85mm x 55mm printed with a 3mm bleed to ensure a full bleed background image.
Ink StampA stamp of approval that would be stamped on to either the bag, or the wrapping paper as a sign that it has been approved by Just for the Halibut. Other uses for it would be on order boxes and parcels if they needed to send any out to customers/restaurants.
Wax StampI developed a Wax Seal over a couple of days using a technique using acid to etch in to the copper plate. It worked fairly well but I decided it wasn’t appropriate for the brief in the end, so went with the ink stamp instead.
Front of the shopThis is how I imagined the front and part of the side of the shop to be. Not typical by the sea low-fi fishmonger, but a little more upper-class with well laid out shop fronts, in a more village environment. A big archway just before you head in to the shop with the Just for the Halibut signage hanging from a sign outside. Also a board outside with todays specials to entice customers in.
Fish CounterInside the shop it looks and feels like a village shop with a seafood edge, cool colours ranging from whites to light blues. The focal point of the shop is the fish counter which would be big and flat with all of the fish laid out on the ice. Customers can choose which fish they would like and then its wrapped up and handed to the customer.
Condiment SectionAt this section of the shop they would be able to pick up some sauces to go with their fish, and different vinegar’s. The idea of this part of the shop is to add some variety to the shop so that it has more to sell than just fish. All of the sauces are homemade and packaged to suit. They fit in the bag with a fish comfortably too.
DS
OUGD303Brief 6 - Fishmongers Website-Board 7/7
WebsiteThe website allows customers to order items online by filing out a form. That form then sends an email order to the Just for the Halibut email address. Orders can then be files and sent to the customer, or made ready for pick up.
It also contains a small about section about the fishmongers, as well as news updates for customers. All relevant contact information can be found on the website too.
