CHALLENGE

Vittoria Group, a leader in Edinburgh’s hospitality scene, approached us to reinvent a newly acquired venue into a fresh, lively concept celebrating the quintessential British proper fish and chip experience. The challenge was to transform this space into a modern yet nostalgic destination, capturing the magic of seaside holidays while catering to the dynamic energy of a city-centre audience.

The vision? Deliver “proper fish and chips” in a setting that feels nostalgic and playful while remaining accessible and relevant to all ages. Landy’s had to balance its homage to traditional British culture with a vibrant, contemporary twist that would set it apart in Edinburgh’s competitive dining landscape.

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APPROACH

1. Defining the Brand Strategy
We began with Landy’s brand purpose:
"At Landy’s, we love the simple life. Savour the little things – good food and good company. We pride ourselves on our signature ‘proper fish and chips’. Traditional, authentic and iconic, our focus is delivering authentic, high-quality food everyone loves in a relaxed, welcoming, vibrant space."

This purpose set the tone for Landy’s mission: creating a laid-back, casual dining experience where great food brings people together. From family meals to group outings and solo takeaways, Landy’s would celebrate the joy of shared moments over good food.

The tone of voice was defined as:

• Inviting: Friendly and warm.

• Straight-Talking: Simple and down-to-earth.

• Authentic: Family-oriented and genuine.

These guiding principles allowed us to design a brand that felt approachable, playful, and true to its nostalgic seaside roots.

2. Concept Development
The concept, dubbed “Chippy Chic,” was inspired by the nostalgic appeal of enjoying fish and chips by the beach or on a seaside holiday. We reimagined this classic experience within a vibrant city-centre setting that could transport diners to “the good old days” while keeping the energy fresh and exciting.

Key elements of the concept included:

• Celebrating Nostalgia: Traditional chip shop dishes were at the heart of the menu, with modern twists and an emphasis on high-quality, authentic ingredients.

• Playful British Charm: The décor celebrated British seaside culture with a playful edge. Walls adorned with murals featured cheeky seaside scenes, sandcastles resembling Edinburgh Castle, and Arthur’s Seat reimagined as rolling sand dunes.

• Inclusive Atmosphere: The venue was designed to appeal to all ages, offering spacious indoor dining and outdoor picnic-style seating for a casual, welcoming vibe.

3. Bringing the Brand to Life
Every touchpoint of Landy’s brand was carefully designed to align with its purpose and concept, ensuring a cohesive and memorable experience.

• Logo Design: The logo captured the essence of Landy’s simplistic dish, reimagined with a contemporary edge to appeal to a modern audience.

• Colour Palette & Typography: A bright, cheerful colour palette evoked the seaside, paired with bold yet approachable typography for a timeless and friendly feel.

• Murals & Visual Identity: We commissioned a local artist to create captivating wall murals featuring British seaside scenes with a humorous twist. The artwork included subtle nods to Edinburgh landmarks, grounding the brand in its local context.

• Menus, Signage & Wayfinding: Simple yet stylish designs ensured functionality while reinforcing the brand’s playful, nostalgic character.

• Social Media & Marketing: Our launch campaign introduced Landy’s to Edinburgh with engaging social media content that celebrated its unique concept. Styled food photography, playful captions, and local references fostered immediate community engagement.

• Uniforms & Straplines: Staff uniforms and witty slogans added charm and personality to in-person interactions, reflecting Landy’s friendly and approachable nature.

RESULTS

The launch of Landy’s was met with enthusiasm and curiosity, quickly establishing it as a go-to destination for both locals and visitors. Key outcomes included:

• Customer Connection: The nostalgic yet vibrant concept resonated with a wide audience, creating a space where all ages felt welcome and at home.

• Distinct Identity: Landy’s successfully captured the essence of the British seaside while making it relevant for an urban setting, standing out in Edinburgh’s competitive dining scene.

• Positive Reception: The humour, warmth, and quality of the brand’s visual identity and messaging fostered strong community engagement, translating into consistent foot traffic and glowing reviews.

From the murals on the walls to the carefully curated menu and the engaging social media presence, every element of Landy’s brand was designed to celebrate the joy of simple pleasures — great food, good company, and lasting memories.

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To find out more about this project or discuss getting together to form a powerful partnership, email us at info@studio-so.co.uk. We'd love to hear from you.