DAVID LOWRIE

Industry

Food and Drink

Action

Brand Positioning and Narrative, Visual Signage, Iconography and Visual Identity

At the heart of the new identity is a visual system that handles duality. We created a lobster mark that acts as a seal of authority—not just a logo, but a stamp of quality for a 20kg crate of langoustines or a high-street carrier bag.

THE LOGIC:The orange mesh pattern acts as a rhythmic signifier, representing the geometry of the nets and the connectivity of a 3rd-generation family. The palette utilizes deep Atlantic hues met with a vibrant, morning-catch orange—a deliberate departure from generic seafood tropes toward premium heritage.

ATMOSPHERIC CUES: Beyond the mark, the brand is expressed through tactile materials—thick-stock butcher paper, high-contrast monochrome photography of the Fife coastline, and a verbal identity that is direct, honest, and unpretentious.

Every touchpoint was re-engineered to communicate provenance; from the clinical typography of wholesale invoices to the tactile, oversized graphics on the distribution fleet. The goal was to ensure that whether the brand appeared in a Michelin-starred kitchen or a local driveway, the signal of "elite craft" remained unbroken.

THE IMPACT: Since launching the new identity, David Lowrie has transitioned from a supplier to a destination, resulting in a 20% revenue growth and successful market expansion into signature restaurant ventures.

Two men and a woman at a seafood market counter with various fish and shellfish, smiling and engaging with each other.
White delivery van with black text advertising fresh Scottish seafood and live shellfish, displaying a logo with a lobster and the website lowrifish.co.uk, parked outdoors near a building with a sign for David Lowe Fish Merchants Ltd, under a blue sky.
Silvery-white illustrated crawfish on dark background.
Four panels of vintage-style fish illustrations, each with a different fish species, and a logo for David Lowrie Fish Merchants featuring a lobster icon.
A promotional retractable banner for David Lowrie Fish Merchants featuring a dark blue background with white illustrations of fish, a lobster, and fishing equipment, along with contact information and social media handle.
Illustration of a crab holding two spears, the image is painted in black on a white surface of a vehicle, under a clear blue sky.
A book with an illustration of a hand holding a pen on its cover, depicted in a black and white, stylized, abstract design.
Repeated pattern of white sailboats on a red background.
Repeated pattern of white sailboats on a red background.
A collage of four images related to lobster and seafood. The top left image shows a boat on a body of water with hills in the background. The top right image features a close-up of cooked lobster claws and shells. The bottom left image displays live lobsters on ice. The bottom right image shows a table with a lobster dish, side salads, French fries, and drinks.
Freshly caught crabs with orange shells and white claws stacked together on a surface, with a logo overlay that reads 'David Lowrie Fish Merchants'.
Design layout for a delivery van featuring logo, fish, and seafood graphics, with multiple views. Additionally, illustrations of knives, a light bulb, a basket, and large text reading 'ID' in black.
A black T-shirt featuring a white graphic of a lobster and text about seafood, including simultaneous mentions of David Lowrie and Scottish seafood.
A navy blue T-shirt with an embroidered lobster and the name 'DAVID LOWRIE' underneath, lying on a beige carpet.

  • When we came to Sally for new branding, she helped us step back and really define what we were trying to achieve as a business. She brought clarity to our direction and translated that into a brand that feels both authentic to us and relevant to our customers. The process felt considered from start to finish, and the end result has given us real confidence in how we present ourselves. We wouldn’t hesitate to recommend her and look forward to working with her again

    Lewis Lowrie- David Lowrie Fish Merchants