The Challenge
Doyles Seafood has long been synonymous with the “best fish’n’chips on the beach”, but its customer base was ageing and visits were dwindling. The brand risked becoming a nostalgia act rather than a living icon. Doyles on the Beach, located in Watsons Bay, Sydney, Australia, is renowned for authentic seaside dining, serving seafood freshly caught using traditional hand line methods over five generations.
The Insight
Younger diners aren’t drawn in by heritage alone – they need a story that feels current and an experience worth sharing. Doyles needed to reconnect its history to a fresh, contemporary dining moment.
The Creative
We extended the brand by leaning into history and seaside storytelling, not just visuals.
– Packaging design: a suite of packaging, signage, and newspaper menus was created, with typography, graphics and language that evoke coastal heritage, quality, and reinforce the Doyles brand’s aesthetics.
– In-store branding: historic storytelling brought to life through the iconic Doyles blue.
– Experience cues: fresh, authentic seaside, beach dining expressed across menus, collateral and touchpoints.
– Poster series: a vintage-inspired poster series was developed; the idea and working process behind it gave Doyles a cohesive brand extension that drives recognition and authenticity.
The Results
The refreshed brand puts Doyles back on the radar for a new generation, while reinforcing loyalty with long-time regulars. The new collateral suite and offers have created new experiences, attracting both new and returning diners.
Doyles Restaurant Sydney Brand: A Heritage Seafood Favourite Moves with the Times
Client
Doyles Seafood
Industry
Restaurant
Our Work
Brand Identity
Copywriting
Packaging
Signage
Environmental Graphics
Customer Experience
Menu Design
Uniform
Website
Region
Sydney, Australia