Sexy Fish – Fusing Food with Entertainment

At a time when they felt there was a need for change in the way they operated, Caprice Holdings came to us to help shift the focus of their business from a pure-play restaurant business to a platform for entertainment; from London locations to a global outlook, from growth-focused to consumer-focused.

Alongside the product and marketing teams, we set about developing a new concept in food entertainment. The ambition was global, an Asian Fusion restaurant coupled with the world’s largest selection of Japanese Whiskies and enthralling entertainment, both in the bar and in the restaurant. With such a fun and provocative name – inspired by Damien Hirst's iconic mermaid sculptures – we developed a contemporary engravers logotype to counter-balance the playfulness of the name, add a sense of gravity and align it with the interiors designed by Martin Brudnidzki. The addition of the Japanese translation underneath a signifier for both the menu and the whisky collection. The identity was inspired by the seas: colour a playful combination of marine blue and coral pink, a linocut, bronze shell pattern and a body copy typeface inspired by antique nautical maps. We also created an illustration based on the Frank Gehry fish suspended from the ceiling and commissioned three mermaid illustrations based on Hirst's sculptures.

In 2018, 2019 and 2020 we've worked with the teams to develop their own distinctive cocktail menus, each driving exponential growth in wet sales.

Interior photography courtesy James McDonald.