Overseas New Zealanders are notoriously known for the way they say Fish & Chips. As a New Zealander living abroad Brandon McIntosh has been asked on numerous occasions to utter the phrase. Thus it is only fitting that a Fish and Chip takeaway owned by a bunch of Kiwi’s don the name proudly. The design is a modern twist on the classic kiwi Fish and Chip shop often museums of 70’s and 80’s design. This informed his colour choice, use of typography and pattern. The brand is meant to be friendly, tongue-in-cheek, light-hearted and most importantly welcoming. As a New Zealander it is about celebrating what makes us unique, taking control of the phrase and not being afraid to laugh at ourselves. At the end of the day the aim of Fush and Chups is to bring a smile to your face, take you back to your childhood and help you reconnect with your kiwi roots.