Rebranding and communication for Selfish, reinforcing its positioning

Selfish is one of the brands within the Starfoods group, with its own positioning in the restaurant industry, focused on fish, freshness, and flavor.

At LV, we recently supported the brand through a refresh process aimed at clearly reinforcing the freshness of its fish. The work included updating the visual identity, simplifying the brand language, and strengthening its positioning, making the brand more contemporary, direct, and aligned with its audience.

We maintained the irreverence that has always defined Selfish, but introduced a cleaner, more confident, and consistent image, elevating the perception of quality and authenticity.

Today, Selfish operates in two distinct formats:
– the shopping mall version, faster and more functional
– and the Selfish with a Twist concept, located at Freeport Alcochete, offering a more experiential and differentiated approach.

At LV, we support the brand across both digital communication and in-store communication, ensuring consistency between identity, physical space, and social media presence.

This is another project where strategy and branding go hand in hand to consolidate and strengthen a brand within a larger portfolio.