Rebranding a local franchise on the brink of expansion
Poke, fish & chips, and tacos — under one roof
Bay area franchise, Pacific Catch needed to rebrand as they were preparing to expand to different parts of California. They had a unique challenge in that they had a highly eclectic menu with items that weren’t commonly seen together. A key part of the project was art-directing a core set of images that communicated a sense of their offering at-a-glance.
Photography by Marc Fiorito
Pacific Catch website and menu
Hitting the right mark
An interesting challenge in designing a new logo was finding a balance between specificity and broad appeal — especially with the restaurant’s unique menu. As a result of plenty of insightful conversations with the client, we landed on creating an icon based on the yellowfin tuna, since Pacific Catch was actually one of the earlier Bay Area restaurants to have tuna poke featured on their menu. The solution worked perfectly, as it had a genuine story but also didn’t feel out of place with the diversity on the menu—a truly ownable, yet scalable mark.
