M&J Seafood
Brand strategy, visual identity, photography, graphic design, vehicle livery, digital design, marketing communications, content creation.

It’s real, it’s raw, it’s honest to God fishmongery. Our award winning, bang up to date visual identity for a heritage fish and seafood supplier.

MJ
we-look-to-corporate
Guvnor@2x@2x
Salmon@2x
splash_aqua

The craft & graft of fishmongery

M&J Seafood has supplied chefs with fish and seafood for over 40 years and deliver to some of the most prestigious restaurants and brands in the UK. Our brief was to rethink their visual identity to emphasise their fresh food credentials, communicate their specialist knowledge and to upset the homogeneous identities that epitomised the foodservice sector.

BookSpread-Salmon@2x
BookCover@2x
splash_orange6
BookSpread-Craft@2x

The Guvnor'

Our starting point was the Guvnor. A no-nonsense, bold, plain-talking brand persona who informed M&J’s identity and whose tone of voice was instantly recognised by customers and employees alike. He is our constant guide. If ever we’re not sure how to proceed we ask ourselves…what would the Guvnor do?

we-look-to-corporate5
MJ
MJ6
MJ6
MJ4
MJ5
MJ6-1
MJ6
MJ6
MJ6

Other projects

Vegetarian ExpressProject type

M&J SeafoodProject type

Pork & CoProject type

Fresh DirectProject type

DifortiProject type

Cool FoodProject type

Trading PostProject type

Ei GroupProject type

LeytonProject type

Airfield

Phone +44 (0)1303 766 900
Mobile +44 (0)7977 800 900
studio@airfielddesign.co.uk

Glass Works,
Mill Bay, Folkestone,
Kent, CT20 1JR

Registered address: Airfield Design Ltd, 19 North Street, Ashford, Kent, TN24 8LF. Registered in England company number 7405616.