A fresh approach to seafood

An elevated & accessible casual bistro bring fresh fish for all



Branding the best seafood experience in London







Create a brand for an elevated & accessible casual bistro – bringing fresh fish for all


Our inspiration is the Zeus Faber… John Dory, one of many local fish that can be fished sustainably and locally and although it has a wonderful Latin come Greek name it also has a very British name, John Dory. It kind of just works for us!


Faber is the Latin word for ‘Smith’ – Like a few other Latin occupational names (e.g. Agricola for farmer, Nauta for sailor).


Smith being the most common name in English we decided it sits well with our name as we want to be accessible to all and give everyday people the opportunity to be part of our journey and own the business they work in.


Faber’s ethos is fresh fish for all so we wanted a brand that encompassed exactly that. Creating a multi-brand brand helps to reinforce this message with different styles used for different purposes. Each logo type has been custom-made for Faber ensuring a one-of-a-kind look.


A strong serif mark which acts as a first impression brand to be used across signage and externals. It sets the scene for a relaxed setting in a non- pretentious setting.


A waved secondary impression for the likes of internal branded touch points – it’s modern and timeless.


An elegant script that conveys the personal touch within the restaurant. It will be used to sign off comments, menus and social graphics.


``We are blown away by the branding thank you Natural Selection Design, you are best in game.``

Anthony Pender. Owner Faber Restaurants & Yummy Pubs


We strive to create an elevated yet accessible casual bistro experience, whether you’re looking for a quick lunch, a romantic dinner, or a night out with friends. We will design a space that is both comfortable and welcoming, with a relaxed atmosphere that invites you to sit back, relax, and enjoy some of the best seafood in London.


We believe that sustainability and provenance are more than just buzzwords – they’re a way of life. We’re committed to using only the freshest, locally sourced ingredients in our dishes, and we work closely with our suppliers to ensure that everything we serve is of the highest quality.


We’ve been wanting to roll-out a multi-brand for a while and this was the perfect project. The Faber team are hoping to open multiple venues across the country so there is so much scope for the brand and it’s used.


We’ve been part of every aspect of the brand from initial concepts to web, print, videography and photography.

The guys at Faber trusted us with complete creative freedom to build a brand that works for them, their guests and the industry. A real breath of fresh air!

Dan Burns, Director