★ Brand kit · v4
FishNChips
brand system.
One fish, one star, one long table. Everything a kitchen, a printer or a franchise partner needs to put the brand on paper plates, cups, cotton and takeout — and have it look like us every time.
Logo
Three lockups.
Primary on cream, reversed on navy, and a text-only lockup for small spaces — receipts, neck labels, stamps and embroidered brims.
Palette
Five colors, no more.
Gulf Navy
#2C3A57
Primary. Logo, headlines, aprons, cup bands.
Buttermilk
#FCF7EA
Base. Paper goods, caps, tote canvas.
Lone Star Gold
#D9A94A
Accent. Star, seals, stitching, foil.
Harvest Oak
#C79A64
Warmth. Wood, kraft packaging, trays.
Saddle
#A9682B
Support. Signage detail, print rules.
Typography
Serif speaks. Sans supports.
Display · Libre Baskerville
Real food. Made fresh.
Body · IBM Plex Sans
Fish comes in fresh, batter is mixed by hand each morning, salad is cut the day it is served.
Label · Uppercase, 0.22em tracking
Fresh · Simple · Done right
Voice
Plain, warm, never loud.
- Short sentences. Say the true thing and stop.
- Feed, don’t sell. A salad comes with every meal — that is a fact, not an offer.
- People first. Names, hands, tables. Never “guest experience”.
- Signature line. “Pull up a chair. There’s always room at the long table.”
Branded goods
Cups, napkins, paper plates, cotton.
Cups & napkins
Cream stock, navy base band with a hairline cream rule. Emblem centered, gold star above. Single-color navy print for cost, gold as a spot only on the seal.
Tees & caps
Navy tee with cream embroidery on the left chest; cream 5-panel cap with navy emblem. Neck-label lockup in gold. No oversized back prints.
Paper plates & packaging
Cream heavy-stock paper plate — 9 in and 10.5 in, navy rim stripe, small centered FISHNCHIPS / BORN IN TEXAS emblem. Compostable bagasse board, grease-resistant, one-color navy print. Matching napkins, kraft boxes sealed with a navy circle sticker, cream canvas tote.
Usage
Keep it honest.
To go
Boxes, bags, the whole package.
Food travels now. Every piece of takeaway carries the same lockup, the same navy band and the same gold star — so the tray on somebody’s kitchen table still feels like our long table.
To-go boxes
Kraft board, three vent holes on the lid so the batter stays crisp. Navy emblem and wordmark centered on the lid, gold star above, navy band on the short side. Two sizes: single meal (9 x 6 x 3 in) and family (12 x 9 x 3.5 in).
To-go paper bags
Twisted-handle kraft in large and medium, plus a cream flat-handle small bag for single orders. One-color navy print, emblem over wordmark with the gold star beneath. Grease-resistant liner on the fry bag.
The complete package
Box, bags, fry sleeve, salad bowl with a lid seal, sauce cups, napkin and hot cup — one lockup, one navy base band, one gold star. Everything reads as a set from ten feet away.
| Item | Stock | Size | Holds |
|---|---|---|---|
| Small bag | Cream kraft, flat handle | 8 x 4.5 x 10 in | Single order, sauces |
| Medium bag | Natural kraft, twisted handle | 10 x 6.5 x 13 in | Two meals |
| Large bag | Natural kraft, twisted handle | 13 x 7 x 17 in | Family orders |
| Meal box | Kraft board, vented lid | 9 x 6 x 3 in | FishNChips, tenders |
| Family box | Kraft board, vented lid | 12 x 9 x 3.5 in | Shareable platters |
| Fry sleeve | Cream board, navy base band | 3.5 x 2.5 x 5 in | Awesome Fresh Fries |
| Paper plate | Cream bagasse, navy rim | 9 in / 10.5 in | Dine-in and events |
| Salad bowl | Kraft bowl, clear lid + seal | 16 oz | The free fresh salad |
| Sauce cup | Cream cup, emblem lid | 2 oz | Tartar, aioli, house |
- Name
- Always write FishNChips as one word, capital F, capital N, capital C, paired with Born in Texas. Never Fish N Chips, Fish-N-Chips or FISH & CHIPS.
- Clear space
- Keep space equal to the height of the wordmark's cap on all sides. Nothing crowds the fish.
- Minimum size
- Full lockup: 28mm wide in print, 120px on screen. Below that, use the fish emblem alone.
- Colorways
- Navy on cream, cream on navy, or single-color navy. Gold only for the star and seals.
- Don'ts
- No gradients, drop shadows, outlines, stretching, rotation, or placing the lockup on busy photography without a solid panel.
★ Downloads
Brand assets.
The current, approved files for the team, franchise partners, printers and suppliers. Everything reads FISHNCHIPS — Born in Texas. Please don’t redraw or recolor the lockup.
Complete kit
Brand kit (ZIP)
Everything below in one archive: logo, favicon, brand guide, packaging specs, franchise flyer and both menus.
Download ZIP · 8.6 MB ↓
Logo
Primary logo lockup
Fish emblem over the FISHNCHIPS wordmark with Born in Texas and the gold star. 1024 x 1024 PNG, transparent-safe on cream.
Download PNG · 1024px ↓
Favicon
Favicon / app icon
Square emblem crop for browser tabs, delivery apps, social avatars and POS screens.
Download PNG · 64px ↓
Guide
Brand guide + supplier specs
Logo usage, palette, typography and per-item supplier spec sheets for cups, napkins, plates, apparel and packaging.
Download PDF ↓
Packaging
To-go packaging package
Vented meal boxes, kraft bags, fry sleeves, sauce cups and seals with dimensions and print colorways.
Download PDF ↓
Menus
Menu poster (with packaging)
Current menu and pricing, packaging story included — print-ready for stores and food-court panels.
Download PDF ↓
Menus
Menu poster (clean)
Same menu and pricing without the packaging panel, for delivery apps and simple wall frames.
Download PDF ↓
Franchise
Franchise formats flyer
One page showing Express, Neighborhood and Destination formats with franchise fees.
Download PDF ↓