At the heart of the new identity is a visual system built to handle duality. We created a custom lobster illustration that acts as a seal of authority — not just a logo, but a stamp of quality, equally at home on a 20kg crate of langoustines or a high-street carrier bag.

ATMOSPHERIC CUES

Beyond the mark, the brand is expressed through tactile packaging — considered bag design, and a verbal identity that is direct, honest, and communicates craft and expertise.

DAVID LOWRIE

Industry

Food and Drink

Action

Brand Positioning and Narrative, Visual Signage, Iconography and Visual Identity

Every touchpoint was re-engineered to communicate provenance — from the clinical typography of wholesale invoices to the tactile, oversized graphics on the distribution fleet. The goal was to ensure that whether the brand appeared in a Michelin-starred kitchen or a local driveway, the signal of “elite craft” remained unbroken.

THE IMPACT

Since launching the new identity, David Lowrie has transitioned from a supplier to a destination. Customers began noticing the brand before the product — asking for it by name, recognising the mark on sight, and treating it as a signal of quality in its own right. What was once a trusted supplier has become a brand people actively seek out.

A seafood market with two men and one woman, all smiling. The woman and one man are behind the counter, and the woman is holding a small item while the other man is looking at her. The counter has various seafood, including lobsters and fish, displayed on ice.
A white service van with a logo featuring a lobster holding fishing spears, and the text 'David Lowrie Shrimp Merchants' around the lobster.
A white van with a black graphic of a hand holding a syringe.
White line drawing of a lobster on a dark blue background.
Four panels, each showing a vintage-style illustration of different fish, with a round logo of 'David Lowrie Fish Merchants' featuring a lobster in the center, placed on three of the panels.
Promotional display for David Lowrie Fish Merchants with a circular logo featuring a lobster and the text 'David Lowrie Fish Merchants'. Contact information and social media handle are also visible.
A black and white graphic of a stylized hand holding a flag.
A collage of four images. The top-left image shows a mountain view from a boat on a body of water. The top-right image displays cooked or raw lobster claws on a mat. The bottom-left image features several raw lobsters with blue shells and red antennae on a beige surface. The bottom-right image shows a table with various dishes, including a bowl of greens, a plate of cooked lobster, and side dishes of fries and dipping sauces.
A collage of four images. The top-left image shows a mountain view from a boat on a body of water. The top-right image displays cooked or raw lobster claws on a mat. The bottom-left image features several raw lobsters with blue shells and red antennae on a beige surface. The bottom-right image shows a table with various dishes, including a bowl of greens, a plate of cooked lobster, and side dishes of fries and dipping sauces.
A background of various cooked crawfish with a round dark blue logo in the center that features a lobster illustration and the text 'Hoppin' Lowrider Merchants'.
Designs of vehicle decals for a fish merchant business, including van illustrations, logo with lobster, and seafood-themed graphics, with environmental and product branding.
T-shirt featuring an illustration of a lobster with text mentioning 'Davis Lobster' and 'Scottish Seafood'.
Close-up of a navy blue T-shirt with a lobster illustration and the text 'David Lowrie' embroidered in white.