Contributed by Simon Manchipp of SomeOne.
Wright Brothers sells a wide range of both French and British oysters, as well as a selection of shellfish and wet fish from Cornish day boats. The company supplies many of London’s finest restaurants and hotels, delivering across the UK.
When Wright Brothers got in touch with SomeOne wanting a fresh new approach to the way they represented themselves, we thought it would be a great opportunity to employ existing visual branding cues that surround the tradition of fishmongers.
Due to the wet nature of the business, mosaics have always been a medium that Fishmongers have found useful — they can brand surfaces, depict the product, and be washed down at the end of each day.
So mosaics were a central part of the brand world we created for Wright Brothers.
There’s no logo that everything hangs off here.
We have simply written the brand name out, but it’s made from a mosaic.
It’s simply informational, it says their name — my main problem with “logos” is that they are spurious shapes and symbols that bear no relation to the brands promise, service or product. Here, the offer is hard-wired into the brand.
One of the real success stories is the packaging, where the brand name isn’t even shown. The mosaic does all the work. It’s intriguing, unusual and gets people talking — there’s simply a little card inside that gives contact details (and that carries the mosaic too — so it all joins up).
Great visual brand identities should differentiate, explain, intrigue and invite further investigation. I think the packaging is a great example of ticking all of these boxes.
There’s an educative element to oysters, they freak some people out as they don’t know enough about them, so we created some bespoke info panels that we use on items where a conversation can begin — aprons for example — then customers can strike up a conversation.
Branding is traditionally a broadcast model — build and wait.
At SomeOne we believe brand worlds are all about building a conducive atmosphere for a conversation. The typographic panel both distinctively brands and invites conversation with customers about the product (we’ve seen it happen first hand in the restaurant).
So while the mosaic is great for those experiencing the brand from a distance (like those receiving orders in the packaging, or those looking up at a banner hanging in Borough Market), the closer you get, the more conversational, the more intimate the branding becomes. Old brand thinking relies on a “one size fits all” approach. We think there are times when a brand needs to be more able to flex and become more attuned to it’s surroundings.
Of course there are times where we need to be a little more candid, so we simply say the brand name in a distinctive way, and liberally apply the brand property.