Hook Line & Sinker

The Challenge: Being already well established in Westfield Shopping Centre, our client was developing a new offering which incorporated a combination of fresh and cooked seafood as well as an oyster bar. We were tasked with the naming of the new venture as well as the development and creation of all brand assets.

The Strategy: With strong competition in the same arena, our research led us to the name of Hook Line & Sinker which provided distinction and represented the three aspects of the offer - fresh seafood, fish bar and oyster bar. Our brand proposition extended beyond the necessary attributes of quality and freshness, into a more challenging area of 'exceptional experience'. The brand identity had to be a delicate visual balance between premium and everyday quality. 

The Solution: Inspired by the stencilling on fish market boxes, the wordmark also has a visual twist with 'sinking' type. Working with the interior designers (Chee Lam Design), signage was cut into a rusted steel finish representing the fishing boats which also referred to produce origins and freshness. Playful brand patterns, photography, and a reserved colour palette were applied to menus, point of sale material, staff uniforms and website. The HLS brand was an immediate success with Westfield and is highly popular with existing and new customers.