The Fishmongers’ Company:
Celebrating the fishmonger profession and encouraging public support for local fishmongers.

Awards:
Craft / Photography & Illustration SDA 2018

An ancient City Guild, The Fishmongers’ Company has upheld standards in fish trading for more than 700 years. The Company recently created certification to celebrate professional excellence and, in turn, encourage the public to support their local fishmongers. masterfishmonger.com

Project summary

Strategy
Design
Art-direction
Illustration
Corporate identity
Website
Print

Approach

We were tasked with creating the visual identity for a new certification scheme for the fishmonger industry, The Master Fishmonger Standard.

We wanted to create an authentic portrait of the people working throughout the UK’s seafood industry. We created a series of 'honest' photographs of people at their work. We shot these over three days in a variety of locations including; fish-markets, small independent fishmongers and on a langoustine creel boat off the west coast of Scotland.

Alongside this we wanted to show the actual product (seafood), not in an abstracted way, but in a way that felt real and unembellished. We used Gyotaku, the traditional Japanese method of printing fish, to produce a set of beautifully detailed illustrations. These were used throughout marketing and promotional materials to create a distinct and appropriate visual language.