Seasalt Restaurant

BACKGROUND: Seasalt is a fast-casual, contemporary seafood restaurant in Santa Cruz, CA. The goal was to create a brand identity that sets this restaurant apart from the many seafood restaurants in Santa Cruz.

DESIGN PROCESS: I began by sketching different shapes that are related to the ocean and fish. I wanted to keep the logo fairly simple, so I ultimately decided to use the waves as the main graphic in the logo and use some of the other sketches I’d done as elements in some of the other collateral. I selected the typeface Caviar Dreams because it is simple and geometric, while also feeling a little more playful. In keeping with the playful theme, I chose ocean-themed shapes that have an organic, imperfect feel to them. For my color palette, blue seemed like a natural choice since it is a seafood restaurant. However, since many seafood restaurants use blue and white as their colors, I wanted to add in a few other colors to make it stand out. For this reason, I decided to use lavender and coral, in addition to the deep blue.

DESIGN SOLUTION: The branding is consistent throughout the project, with some of the graphic elements used in different ways. It conveys the message that this is a modern, casual eatery that sells seafood.

SOFTWARE: Illustrator, InDesign