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Ches’s Fish & Chips

Ches’s has been an icon of the St. John’s restaurant scene for over 60 years, so much so that a visit to the city is not considered complete unless you’ve experienced their signature meal. Hence there was some trepidation when DRAY was asked to revise their brand.

To celebrate Ches’s Fish & Chips’ Diamond jubilee, the rebrand had to accommodate a commemorative version of the new identity platform. The design had to be configured in a manner that would offer a seamless transition to the established brand.

The aesthetic language of the new Ches’s brand is illustrated most expansively in the online plaform. The platform is designed for easy navigation and tailorable content. Modules have been specifically designed to adapt to a more advanced interactive capability as these components proliferate in the development stream.

Themes in advertising constructs are meant to build on the legend of Ches Barbour, the founder and namesake of the restaurant chain. His tenacious character provides ample fodder to create messaging themes built around fortitude, quality and taste.

Great brands are enduring. They possess a life, a character that is tangible and comforting. We relate with them differently and yet a unified connection persists. We cannot always explain the basis for these loyalties, but they persevere. Like Ches’s. A tradition 60 years in the making.

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re-brand suite
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digital media development
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I have wanted to get my hands on this brand for as long as I can remember. Its not that it was a bad or inadequate platform to begin with, I just knew that it could go much further. We took great care in evolving the look, mindful that Newfoundlanders can be a bit salty with anyone messing with their icons. The result is a more polished, urbane brand that is easily identifiable with Ches’s past yet complements their future franchising strategies. Great fun.

Pat Mackey
Creative Director