Arbroath Smokies is a particular way of smoking fish that first started in Scotland. A new company selling smoked fish in stalls around London wanted a modern logo, yet traditional to reflect their original method of cooking. They specifically wanted a fish outline. I made the A stack on top of the S to reflect the 'hanging' of the fish that is part of the routine of being dried and salted.
They have recently decided to change their name to 'Oak & Smoke' and asked to keep the same design. We decided to strip it back for a cleaner overall image.


  • Arbroath Smokies LimitedClient

Who pooled - Logo Design