Young’s evolves Chip Shop brand pack design

Young’s, Britain’s leading seafood brand, has launched a new visual identity across its £49.8m Chip Shop brand [1] after a period of record growth.

The pack design has been modernised with a new Chip Shop logo that incorporates the classic ‘chippy fork’. It also introduces the new Young’s master branding and tagline as the brand aims to attract even more shoppers to experience ‘a proper taste of the chippy’.

The new design will be rolling out across all Young’s Chip Shop products from the end of September and will reinforce the brands’ distinct Chip Shop proposition, as it continues to deliver its range of 100% fish products coated in the brand’s signature crispy, bubbly, batter recipe.

It follows a period of record growth for the Young’s Chip Shop brand as more shoppers seek out its products as a tasty, affordable alternative to the classic fish and chip takeaway. In the past 12 months Young’s Chip Shop has grown +17.3% in volume and +14.6% in value to become a £49.8m brand [1], with more shoppers buying more packs more frequently and at increased repeat rates. [2]

The brand has now looked at how it can ensure Chip Shop remains relevant among today’s consumers, with a new packaging design which brings together the modern spirit of Chip Shop with the 200 years of expertise in seafood from the Young’s brand.

The new design makes the brand’s taste promise to deliver ‘A Proper Taste of the Chippy’ much more prominent on pack, alongside a new logo and modernised illustrations. It also communicates that the products are ‘perfect for airfrying’ on pack for the first time, tapping into the growing use of airfryers within the home.

Matthew Wilson, Marketing Controller at Young’s Chip Shop, said: “Young’s Chip Shop has been Britain’s favourite battered fish brand for over 40 years, and we are seeing tremendous growth with more shoppers buying more packs, more frequently.

“With a record year of growth behind us, we felt it was time to evolve the Chip Shop brand to communicate our distinct chip shop taste credentials in a more modern way that could appeal to our existing target consumers and a new, younger generation of shoppers as well.”