Fishbar

Situated a few minutes walk away from Manhattan Beach, California, Fishbar is an institution spanning many decades. Serving wood-fired coastal cuisine, specialising in mesquite grilled fish, king crab, Maine lobster, shrimp, scallops & oysters, their focus is cooking over raw flame. Using different types of wood, their technique adds additional flavours to dishes directly from the smoke generated by the burning embers. Bringing together the taste of the sea with the flavours of fire.

The rebrand was to ensure that the bar, restaurant & seafood counter remained as relaxed and approachable as it’s always-been known for, but with new high standards and quality service expected from upscale dining – offering opulence and elegance. The brief was to completely avoid the typical ‘blue’ cliches of seafood restaurants, and instead create the feeling of warmth, classic vintage character, with an upscale cruise liner feel. The new logo used characters to subtly reflect the waves of the sea. Illustrator Sam Scales was commissioned to create a handdrawn fish wearing an elegant waiters jacket, serving a martini. This graphite black and white illustration would become the brand mascot, dotted around collateral. A feeling of old-time decadence. Full brand development included visual identity, menu designs, collateral, and the directional look & feel for OS&E and uniforms.