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.

A white van with a black graphic of a hand holding a syringe.

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.

A seafood market with two men and one woman, all smiling. The woman and one man are behind the counter, and the woman is holding a small item while the other man is looking at her. The counter has various seafood, including lobsters and fish, displayed on ice.
A white service van with a logo featuring a lobster holding fishing spears, and the text 'David Lowrie Shrimp Merchants' around the lobster.
White line drawing of a lobster on a dark blue background.
Four panels, each showing a vintage-style illustration of different fish, with a round logo of 'David Lowrie Fish Merchants' featuring a lobster in the center, placed on three of the panels.
Promotional display for David Lowrie Fish Merchants with a circular logo featuring a lobster and the text 'David Lowrie Fish Merchants'. Contact information and social media handle are also visible.
A black and white graphic of a stylized hand holding a flag.
A collage of four images. The top-left image shows a mountain view from a boat on a body of water. The top-right image displays cooked or raw lobster claws on a mat. The bottom-left image features several raw lobsters with blue shells and red antennae on a beige surface. The bottom-right image shows a table with various dishes, including a bowl of greens, a plate of cooked lobster, and side dishes of fries and dipping sauces.
A background of various cooked crawfish with a round dark blue logo in the center that features a lobster illustration and the text 'Hoppin' Lowrider Merchants'.
Designs of vehicle decals for a fish merchant business, including van illustrations, logo with lobster, and seafood-themed graphics, with environmental and product branding.
T-shirt featuring an illustration of a lobster with text mentioning 'Davis Lobster' and 'Scottish Seafood'.
Close-up of a navy blue T-shirt with a lobster illustration and the text 'David Lowrie' embroidered in white.