Self-initiated branding project for a casual seafood restaurant.
Enjoying fresh seafood after spending a day in, on, or by the ocean is one of summer’s simplest pleasures. Since many local seafood shacks focus on fried seafood, I wanted to create a restaurant concept that offered healthier options cooked in a simple way to let the flavors of the sea shine through.
I sought out a concept for the visual identity through brainstorming and mood boards, and arrived at the Sunfish, a simple boat with a boldly striped sail. It embodies the clean, approachable, and sporty aesthetic that would appeal to the post-seaside customer in search of a fresh, healthy bite.
A stripe motif is used throughout the visual identity to reference the Sunfish sail. For typography, a single transparent stripe is placed on headlines as if to ‘skewer’ the type. The font ITC Avant Garde Gothic is used for headlines and body copy, chosen for its clean, geometric construction and connection to vintage 1970s sailing advertisements.