The Saucy Fish Co. have been recognised as as one of the UK’s most influential brands for the third year running. Saucy were the first ever fish brand to make it onto the prestigious CoolBrand’s list back in 2013 and have firmly held onto the title ever since, seeing off thousands of brands from over 50 sectors. In my opinion, this is down to the incredibly confident, bold and simple branding/identity that they have.
Design studio Amaze launched The Saucy Fish Co. back in January 2010 and have managed all communications for the brand since, which includes TV, digital media, website, PR and social. Over the years the brand’s cheeky tone of voice and playful personality has been developed through a mix of innovative content marketing and PR activity, which has no doubt contributed to the coveted CoolBrands accolade. Earlier in the year, Amaze proved that cooking fish is child’s play with our School of Fish campaign, which saw a group of eight children take over a central London restaurant during a busy lunchtime sitting in half term, preparing and serving Saucy dishes to over 150 bemused diners. This was not only a great sampling opportunity but also resulted in national media coverage, increased social media engagement and amplified awareness of Saucy’s key messages.
Personally, I think the existing branding and packaging for this brand is right on trend and is highly suitable for the products and the intended target consumer. I really like how minimal and contemporary it feels, thanks to the type decisions and colour palette. My initial attitudes towards their branding are extremely positive and I think that we should take a lot of inspiration from the existing branding when we begin designing our packaging solutions. I like the use of black and white plus one strong colour which represents the product inside, this is subtle design decision but it is suitable and conceptual, I want to try this idea out with the group.