Chipmongers

Working with Slater, I contributed to the creation of the Chipmongers brand. Chipmongers, a Musgrave enterprise, intended to provide struggling family-run fish and chip shops in Ireland with a new branding outfit and refit for their shops.   My role was to create extensive copy for the greaseproof paper used to package the suppers in the shop. I researched the heritage and nostalgia of fish and chips and transformed my findings into short anecdotes, rhymes and phrases. I was also responsible for finding evocative photography.   Salter won silver for ‘identity and branding’ at the Institute of Creative Advertising and Design for the overall campaign.