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InspirationGraphic Design

Jamhot takes a deep dive with new trout branding

How does one go about rebranding the UK's sole producer of Steelhead Trout? Scottish studio Jamhot offers some insight with its work for Kames.

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Three framed posters displaying Kames branding with red text on white backgrounds, featuring illustrations of steelhead trout and wave patterns

Founded in 1972, Scottish trout company Kames was one of the first companies in Europe to pioneer new sea-grown techniques for seawater trout. Now the firm has partnered with Glasgow creative and design studio Jamhot to launch a new brand identity.

Drawing on Kames founder Stuart Cannon's dedication to a single craft and vision for over 45 years, the design focus was on simplicity and quality, communicating the product’s Scottish heritage with nods to the waves where the fish are grown, in Oban’s Loch Melfort.

Kames logo in red with "Since 1972" underneath, above a decorative pattern of blue scallop shapes suggesting fish scales
Kames packaging box with red text reading "Finest Scottish Steelhead Trout" and an illustration of a fish on a white background with blue trim
Scattered business cards and leaflets for Kames displaying the new branding with blue trout illustrations, red text and circular seal logo on white background
A man in a navy jumper and rust-coloured scarf stands at a fish farm facility, examining equipment with another person partially visible in the foreground.

The new brand, which hits the sweet spot between evocatively retro and minimally modern, has been rolled out to a full suite of assets including packaging for direct-to-consumer ranges. It includes delicate illustrations of the product in question, a calming blue and white palette with red-coloured bold headlines and patterns that hint at the scales of a fish. Accompanying photography helps bring the new brand to life.

"We were delighted to partner with a food company with such a rich history and heritage as Kames," says Craig Laverty, creative partner at Jamhot. "And we hope that the new brand will take this growing family business forward over the next 45 years."

Wooden rubber stamp with spherical handle positioned above a blue line illustration of a trout on white paper
Three white Kames packaging boxes displaying blue fish illustrations and scale patterns, arranged at angles on a grey background
Kames rebrand showing a white leaflet with red text reading "Fish Folk Since 1972" and an open spread featuring black and white photograph of fish farm nets in Scottish loch with "Born in Scotland" headline
Person wearing yellow waterproof trousers and brown waders stands on weathered wooden decking
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