The Fish Guy | Hospitality Rebrand
The freshest catch? We know a guy.
The Fish Guy has been a go to seafood market for Chicagoans since 1997. New owner, Aaron Rubens, was looking to revive the brand identity and reached out to HiFi for a fresh take. With new ownership, The Fish Guy aspired to be familiar, friendly and the trusted source for seafood for chefs and locals. The refreshed identity emphasizes the lively sides of fishmongering and the varieties that can be enjoyed. It’s approachable, cheerful and confident. Everyone needs a Fish Guy.
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Positioning
Branding
Tone of Voice
Copywriting
Signage Design
Website Design (front end)
Social Media
Photography Art Direction
Staff Fit
Collateral
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Refresh the brand identity so that it’s approachable to the neighborhood yet premium enough for high end chefs. Nodding to the history of the shop while treading new waters.
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The team was craving something fresh and familiar, but worried about over-designing and falling into trends. We explored handmade, artistic and old school approaches until finding the right balance of the three. The Fish Guy identity refresh has a buoyant voice, strong sense of self and presence, without trying too hard.
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Coming Soon
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Creative Direction - Allison Rosenwinkel
Design & Illustration - Sarah Hinman
Photography - Lucy Hewett
Web Development - Week of the Website
Sign Painting - Stephen Monkemeier
“We wanted the Fish Guy to feel like someone you’d want to hang out with and can count on.”
— Sarah Hinman, Designer & Illustrator
“The Hifi team is best in class. They delivered creative quickly and on-brief. The design process was positive from start to finish.”
Matthew Groves - Brand Manager, ScottsMiracle-Gro
