The Pished Fish
Naming, tone of voice, key messages and copy for the launch website and packaging of a new-to-market brand of alcohol-infused smoked salmon.
The smoked salmon niche is a crowded market, particularly for start up smoked salmon brands aiming to sell to well-heeled Londoners. The owners wanted to stand apart as an ultra-premium product; so when I suggested a Victorian London-inspired concept they were willing to take a risk.
Effusive and enigmatic, the Pished Fish engages customers through tall tales of revelry, madcap experimentation and the finer things in life... all with a devilish twist. With nods to Victorian gothic horror, alchemy and high society, the Pished Fish is positioned as a uniquely quirky brand that distils the soul of Victorian dilettantism into fish form.
The process of curing and smoking each side of salmon is told through the alchemist's diary, to turn a standard 'process' webpage into a more intriguing read, which is explored further through social media content.
Tone of Voice
I took references from gothic horror classic 'The Picture of Dorian Gray', particularly from the tone of 'Lord Henry Wotton', and added a liberal smattering of Wodehousian interjections to create the narrative tone of voice for the brand story across web and marketing collateral.
Each flavour is cured in a unique blend of booze and botanicals, before a final smoke over complementary wood chips. To present this information as simply as possible, we decided to divide each recipe up into its component parts and explain with a very short story, rather than a long product description.
Since the brand relaunch, the Pished Fish have been able to get into desirable stockists including Selfridges, Harrods, Ocado and Waitrose. While the product is fantastic, the buyers have fallen in love with the branding and it has allowed them to have higher quality conversations quicker and with greater ease than their previous branding had allowed.