Bayport Restaurant Group

The owner and operator of a chain of seafood restaurants, Bayport wanted a shareholder report that could give investors a feel for what the restaurants were like. Since the restaurants were decorated with fish models and the tables were covered with brown paper instead of white linen, the report was printed on heavy brown stock, and images of fish appeared on each page. The theme was continued in the copy, with the page listing the officers and directors titled, "The Big Fish."

"We're not telling fish tales when we tell you that by the end of 1995 we'll have nearly twice as many restaurants as we did at the start of the year...We've hooked some great new locations for next year..."