Elmwood - the consultancy that designed the branding for The Saucy Fish Co - has come top of 2011's Design Consultancy League Table.

The Design Business Association cited the Seacill-owned brand as a prime example of "how innovation in design could significantly impact bottom line results".

The initial £22,750 investment in the brand, which launched in January 2010, had led to projected sales of £10m, and the investment had paid for itself on the first day of being sold, the DBA said.