THE DETAILS
Brand Strategy, Logo & Brand Kit, Brand Voice & Copywriting, Social Media Design & Strategy, Website Design & Strategy
THE CHALLENGE
Help a rapidly-expanding restaurant group establish a visual identity as bold, lively and flavorful as their seafood offerings.
Let’s dive into our process and the details of the project.
Hook & Reel is a New York-based restaurant group with national aspirations. Having grown up and down the Eastern Seaboard, they were actively spreading westward, with hopes of opening another hundred restaurants in a year’s time. To establish their unique identity in these new locations, they needed a new brand that leveraged their bold and saucy personality as a restaurant group.
We knew that setting the brand apart from the competition required a complete assessment of the brand’s audiences, tone of voice, and position in the restaurant landscape, as well as a thorough and exploratory visual design process.
The end result is a brand that’s eye- catching, energetic, and fun, with a tone of voice and attitude to match. To put the brand into action
How we got here...
Before Hook and Reel fell in love with their brand identity we walked them through our design process to make sure we nailed their vision. This starts with showing them mild, medium, and spicy moodboards to narrow in on the look and feel. Next we showed a few options for directions that style could go in. After the branding had a stamp of approval we created a brand kit for FSR to use moving forward, as well as the first round of collateral.
Step 1
Moodboards
Step 2
Concepting
We cast a wide net (pun intended) with our logotype sketches so the client could see the range of what was possible for the creative direction they chose. These explorations varied from more spunky to more classic and everywhere in between, but always with the bold personality associated with Hook and Reel as a brand. The resultant final solution strikes a balance that feels bold and legible, with a heavy dose of personality.
Step 3
