Saucy B*stard.

A cheeky twist on
a seaside tradition

Saucy B*stard
Privately Owned

Strategy
Audience Studies
Market Analysis

Brand
Art Direction
Campaign Assets
Copywriting
Digital Design
Iconography
Positioning
Uniform Design

Environment
Concept Design
F&B Experience

Saucy B*stard is a gourmet dining concept that transforms the humble chip into a luxurious culinary experience. This venture showcases artisanal fries, expertly paired with a variety of gourmet toppings, house-made sauces, and seasonal ingredients, all with a touch of seaside humour.

My brief was to be bold and create a dining concept that stands out in a crowded marketplace, suitable for any English town or city. Drawing inspiration from innovative brands like Eggslut, Fanny's Kebabs, and Mother Flipper, the name Saucy B*stard pays homage to the classic English chippie, utilising coastal icons and imagery, such as the iconic deckchair stripe, to offer a modern twist on a beloved tradition.

Project completion 2025.