A local fish smokery is navigating turbulent waters after its logo has come under scrutiny, accused of potentially misleading consumers. Despite holding an official royal warrant from King Charles, this controversy demonstrates that even royal endorsement cannot shield a brand from design disputes. Severn & Wye Smokery’s logo, featuring a simple silhouette of a fly fisherman, has garnered criticism for supposedly suggesting wild-caught salmon, raising questions about consumer interpretation of logos.
The logo’s minimalistic design, paired with text highlighting the smokery’s location on the Royal Forest of Dean near two renowned salmon rivers, has led some critics to believe it misrepresents the product’s origins. Don Staniford, director of the advocacy group Scottish Salmon Watch, argues that the iconography alongside the description creates an impression of wild sourcing, rather than their actual farmed offerings.
In response to these claims, Severn & Wye Smokery stated that the logo is based on a photograph of the owner’s father fishing and they believe it does not mislead consumers. They emphasize that the labeling makes it clear the salmon is “farmed in Norway, Scotland, Iceland, or the Faroe Islands,” suggesting consumers should be aware of the product’s origins.
Staniford has lodged complaints with various regulatory bodies, including Trading Standards and the Advertising Standards Authority. As of now, the resolution remains uncertain, leaving the smokery to defend its branding amidst ongoing scrutiny.
