The Nations Favourite

Brand & package design

TCR Food Services


TCR Food Services are a food products supplier based in Birmingham. They work with some of the country’s biggest manufacturers to supply over 650 take-away outlets across the UK, providing excellent quality food products and packaging from a range that’s constantly expanding.

On a mission to add further value to the takeaways they supply, TCR came to us with a desire to create a brand for their extensive range of packaging, incorporating an identity that appealed to takeaway customers across the nation.

The Challenge

EDGE were tasked with overhauling the design of TCR’s entire range of packaging. After bringing design, copywriting and account management teams together to share ideas, we presented TCR with “The Nation’s Favourite”: an identity that pays homage to the fishermen that brought chip shops to life, the British sea sides that form so many memories and the nostalgia that comes with it all.

Our Approach & The Result

We rolled this concept throughout each design, incorporating seaside imagery such as lighthouses, boats, waves and ropes as well as crafting a sentimental story to evoke relatable memories of rainy seaside holidays and the quintessentially British comfort of a bag of fish and chips on a Friday night. Our work led to a positive outcome for the client, who delighted customers with the new range.

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