Fresh From The Field: Fish & Chip Shop – By Perks Design
Few things feel as quintessentially Kiwi as unwrapping a bundle of fish and chips by the beach. When Perks Design was tasked with creating the identity for Takapuna Beach Café’s pop up fish & chip shop, the challenge was to capture a nostalgic identity and food concept with elevated moments.
Fresh from the Field is a weekly article series sharing fresh and inspiring work from the Design Assembly community. Want to submit your work to Fresh From The Field? Fill out the form here.
The brief
Takapuna Beach Cafe, located on Auckland’s North Shore, launched a seasonal fish & chip pop-up from its premises during the summer months. To craft a distinctive brand identity for the new venture, they enlisted Perks Design.
The brief was to reimagine the classic New Zealand fish & chip shop with an elevated, premium twist. Constraints around external signage and fit-out led Perks Design to focus on refining the softer customer touchpoints to express the brand — such as the menu board, printed menus, packaging, and merchandise.
The Design Response
Few things feel as quintessentially Kiwi as unwrapping a bundle of fish and chips by the beach. When Perks Design was tasked with creating the identity for Takapuna Beach Café’s pop up fish & chip shop, the challenge was to capture a nostalgic identity and food concept with elevated moments.
Perks Design responded with a visual language that feels both timeless and fresh. The hand-painted typography is dynamic and energetic, drawing inspiration from vintage shopfront signage—the kind you’d find at your classic beachside takeaways, faded by years of sun and sea air. The striking red and deep navy palette adds to this sense of familiarity, and together they are locked up in clean and considered compositions that speak to Takapuna Beach Café’s elevated offering.
The result isn’t just about the brand — it’s about feeling. It’s about long summer days spent at the bach, sitting under the shade of a pōhutukawa, unwrapping a bundle of newsprint to reveal golden, crispy fish & chips inside. A brand that doesn’t just look the part, but feels like summer.
The Design Team
Ella Hampshire-Perks, Perks Design on Instagram and LinkedIn
Collaborators
Kate Battersby – Photographer
The Client
Fresh from the Field is a weekly article series sharing fresh and inspiring work from the Design Assembly community. Want to submit your work to Fresh From The Field? Fill out the form here.
