Kish Fish
The mission
Kish Fish has been at the heart of Dublin’s seafood industry since 1966, building a respected reputation for unrivalled quality and expertise across its wholesale and retail businesses. With bold ambitions to substantially grow the business, the company recognised that its brand needed to evolve.
Over the years, fragmented sub-brands and inconsistent visual identities had diluted the brand’s overall impact. Working in partnership with Bord Bia, we set out to unify the Kish Fish identity under one cohesive masterbrand that would help enable its ambitious goals. The project needed to honour Kish Fish’s rich history while signalling its evolution into a modern, forward-thinking company ready to meet new opportunities.
The question
How do we create a brand that balances heritage with modernity while driving ambitious growth?
Kish Fish’s story is rooted in the iconic Old Dublin Fish Market, where it was founded in 1966. To support its ambitious growth goals, the brand needed to appeal to diverse audiences while standing out in competitive markets. The challenge was to craft a unified identity that would retain trust among B2B partners while attracting a broader retail consumer base. The solution needed to preserve the brand’s heritage while positioning it as innovative, premium and unmistakably Kish Fish.
The transformation
The rebrand began with a full immersion into the world of Kish Fish. From the state-of-the-art processing facility and retail shops to its buzzy café and innovative smokehouse in Howth. We got to experience first-hand the passion and expertise that have driven the brand for decades. This provided the perfect foundation for shaping its new brand story, tone of voice and visual identity.
A confident brand statement: The tagline ‘We know fish.’ became a bold declaration of Kish Fish’s authority and expertise. Whether speaking to Michelin-starred chefs or home cooks, the message established trust and positioned the brand as the go-to source for premium seafood.
A modern identity rooted in heritage: Kish Fish’s distinctive purple and gold colourway was deepened and refined, cutting through in a sea of industry-standard blues and greens. Modern touches, like the addition of ‘Est. 1966’ to the brandmark and a bespoke graphic of the Old Dublin Fish Market, honoured the brand’s heritage while rooting it firmly in Dublin.
A dynamic digital hub: The new website showcased the people, processes, and products that make Kish Fish unique. Clear navigation ensured a seamless experience for both wholesale and retail audiences, with a timeline highlighting the company’s rich heritage. While rich, high-quality photography was commissioned to capture the brand’s authenticity and passion, we also made strategic use of existing, lower-quality imagery to ensure the site was populated with visuals that supported its storytelling and brought its journey to life.
The result
The rebrand has reinvigorated Kish Fish, energising the team and unlocking exciting new business opportunities, including a high-profile partnership with Guinness on a brand-new Guinness Smoked Salmon.
This collaboration showcases how the new visual identity seamlessly translates to packaging, reflecting Kish Fish’s premium positioning while standing out in competitive retail spaces. The cohesive masterbrand has strengthened Kish Fish’s presence across all touchpoints, while the website has become a powerful platform for engagement, education and storytelling.
Today, Kish Fish is a brand poised for growth – rooted in its proud heritage while confidently looking toward the future.
