Prodesign Issue 93 2008

With a pinch of salt

  With dishes like ‘chip butties’, ‘bach fritters’ and ‘fair suck of the sav’ on the menu, you know when a New Zealand restaurant and bar is looking to hook into a bit of traditional Kiwi culture.  In Christchurch, The Fish & Chip Shop dug deeply into quintessential 1960’s retro styling with outstanding success.
  AMG was charged with developing a brand, signage, merchandising and advertising campaign.  All the interior design features replicated typical furniture of the decade, along with graphic design, signage and advertising artwork recalling the nostalgic era.  Colours were developed for a pallet that can be applied to any element in combination with a linear textural background and signage.  Font treatment, shape and symbolism were critical considerations.  Extra flavour comes with a liberal sprinkling of “What it means to be a Kiwi’.  Our favourite: “…Being a New Zealander is like being a millionaire without having money” – Larry Morris, Entertainer.  The project looks set to be an ongoing one for AMG as the multi-investor client is now planning another 29 franchised stores.