Off The Table

Brand Identity / Website / Campaign

Wildfish is an independent U.K charity working to reverse the decline of wild fish populations and their habitats, addressing issues such as pollution, agricultural practices and water abstraction. They aim to inspire, inform and involve all those who can take action, working together to create and protect healthy, sustainable waters.

Off The Table is a coalition campaign established in partnership with Patagonia, Sea Shepherd and numerous other global environmental groups. Its mission is to rally chefs, restaurants and businesses to remove farmed salmon from their menus, decreasing demand for unsustainable fishing practices. 

Off the table - ending farmed salmon in scotland campaign


They required an identity that targeted the hospitality industry directly, communicating key facts and figures to make the case for removing farmed salmon from their restaurants on the basis of quality of produce as well as animal welfare. 

The brand needed to be cohesive with that of the parent organisation whilst also representing the importance of the cause in its own right.


The imagery associated with unsustainable farming is graphic and unappealing, requiring us to find ways of accurately communicating the severity of the issue whilst still attracting people to engage with the campaign and learn how to take action in real terms. 

Off the table - Mobile website design
off the table - mock up of logo on plate


By combining hand drawn graphics and playful copy with photographs showing the negative consequences of the practice, we enabled users to get informed in an engaging way, counteracting frightening statistics with bright and uplifting visual elements. We echoed the branding of the parent organisation to ensure continuity, introducing new patterns and colours related to salmon farming, communicating the importance of the campaign in its own right. 

The language we developed encouraged users to take action, with graphic shapes leading them through the narrative and arriving at actionable steps to do their bit. The website also included a directory, communicating the popularity of the cause and allowing those taking the pledge to publicly declare their support and benefit from an association with a reputable charity.

Off the table - Impact stats
Off the table - sticker being placed on restaurant window
Off the table - Edinburgh based Chef holds plate with off the table branding


By letting the facts speak for themselves, we enabled restaurateurs to feel they were making their own informed decision, using a bright and optimistic aesthetic to steer them towards making the right choice.

Over 100 restaurants and businesses have signed up, including Tate, Edinburgh Royal Botanic Gardens and Silo. The campaign is continuing to expand globally, with engagement from chefs across Europe, Canada and the United States.