The consultancy was approached in July after a takeover of the chain by entrepreneur Ranjit Boparan in January.
20/20 has undertaken a review of the brand and is formulating creative proposals, partly based on research by Harry Ramsden’s chief executive Marija Simovic which led to a decision to concentrate on ’great taste, value and heritage’, says 20/20 creative director Jon Lee.
This will entail moving away from the brand’s focus on a global identity and dropping its ’World famous fish & chips’ tagline (pictured).
A ’twist’ on the union flag will be brought into the brand palette, but with different tones of red, white and blue, according to Lee, who says the identity typography is also under review.
Inside the restaurants, British materials and locally sourced suppliers will be sought and new finishes introduced in a layout change instructed by zoning.
’Fish and chips are for everyone and we want to make them relevant to different types of people,’ says Lee. There may be family areas with chalkboard tables that children can write on, ’romantic’ tables for couples and areas that will appeal more to older people, adds Lee.
Street parties ’like the jubilee celebrations’ have been another source of inspiration, says Lee, who is looking to introduce ’long strips of tables’ through the middle of the restaurant, reinforcing ’how communities can come together’. Fabrics taking graphic cues from the brand will be introduced where possible.
A new ’Great British debate’ tone of voice will look to tie the new brand together. This will focus on taste and choice, and may inform a campaign based around regional preferences, including the popularity of haddock in the north of England and cod in the south, or preferred condiments and accompaniments – designed to ’bring people together in debate’, says Lee.