David Lowrie
Brand strategy, narrative development & identity direction
Context
David Lowrie is a family-run fish merchant in Fife, serving both local customers and high-end restaurants, including Michelin-starred establishments. They initially came asking for a new logo, but it quickly became clear the issue was bigger: the brand wasn’t showing the full value of who they were.
The Challenge
Externally, the business felt like “just a fish shop,” despite three generations of craft, heritage, and high-quality relationships.
Strong reputation, but fragmented brand
Customers and clients weren’t fully connecting to the history, craft, or quality
Different audiences (local vs premium) required different treatment, but the brand wasn’t flexible
Positioning was stuck in tradition; visual updates alone wouldn’t solve it
The real problem was clarity and positioning, not just design.
What I Saw Early
The company had everything it needed: stories, heritage, premium clients, and a clear sense of craft.
What was missing was translation to the outside world — the brand was hiding the answers that already existed internally.
My instinct: this was a seafood company, not a fish shop. Design would help, but only if the positioning and narrative were fixed first.
Discovery
I dug into the business and the culture around it:
Conversations with the family and staff
Interviews with local customers and high-end restaurant clients
Customer journeys: why people choose them, what they value, what resonates
Observation of community and Scottish pride in local seafood
This gave me a clear picture of what already worked and what wasn’t being communicated.
Insight
The brand wasn’t lacking substance — it was undervalued and misrepresented externally.
The opportunity was to make their craft, heritage, and quality visible in a cohesive, recognisable way across all touch points.
Strategy
Decisions I made:
Position David Lowrie as a seafood company with history, craft, and quality at its core
Build a cohesive system that works for both local and premium audiences
Use storytelling and visual identity to make the brand tangible, recognisable, and shareable
The strategy was about connecting the dots between heritage, product, and experience — creating one cohesive brand without losing flexibility.
Execution
The brand came to life across multiple touchpoints:
Logo, packaging, vans, and merchandise as visible, everyday brand carriers
Custom illustrated lobster mark to signal craft and quality
Visual and verbal systems aligned for clarity and recognition
Strategic segmentation so messaging could flex between local shoppers and premium clients
Everything was guided by one question: Does this reflect the level of the business and the value it delivers?
Outcome
Customers and clients instantly recognised the brand differently
Sales increased by 20%
Vans, packaging, and bags became free advertising, photographed and shared widely
Opened new opportunities — including plans for a fish restaurant
The team gained clarity and confidence in how the brand should show up