Hooked asked us to refresh their brand look into something bright and fresh. After previously working with Hooked on their website we were in tune with their brand and had some exciting ideas to develop their Healthy Seafood mantra.
Art DirectionSignageDesignIllustrationDirect Mail
For a fresh new season
Hooked asked us to refresh their brand, coinciding with the opening of a new store in Hawthorn
We developed a brighter colour palette and revitalised brand device that would be easily applied to all collateral. The new look had a broader use of fonts and still allowed the brand to explore their 'old world charm' themes in illustrations and quirky imagery. This new look was been applied across their marketing material from direct mail to posters, online and signage.
For the new Hawthorn store we were asked to design a signature mural piece to add a unique look to the store design. The image references the brand feel while reinforcing the Hooked brand message.
Across their three stores the signage was updated to the refreshed brand. The response to this was great, with many customers excited by the fresh new look.
It was still important to include hand crafted elements in the brand and the external signage and furniture was no exception such as the rustic Beer Garden signs featured at their Fitzroy store. These elements maintain the charm of the brand and help it stand out on the street amongst the large chain restaurants.
IN A MODERN CITY
The aim was to create a take away menu with a difference, one that is uniquely hooked.
The design inspiration for Hooked's takeaway menu came from Hooked's Captain Ray and his love of the traditional fish & chips wrapped in newspaper. We took the opportunity to harness the brand's fun personality and old-style nautical visuals and embarked on a journey to create a unique Hooked newspaper - delivered right to the customers door.
The menu was designed as a roll fold to be received in the letterbox like a traditional newspaper. The recipient is invited to read entertaining fictitious sea tales, before turning over the page to see the menu laid out classifieds-style on the inside.