M&J Seafood - Airfield Design

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.

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.

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?