Creative Direction & Design
The Fifty/50 Group
Portsmouth, New Hampshire with a Chicago accent.
Logo, visual identity and collateral for booming Chicago restaurant group’s high-end seafood concept in the Eurostars Hotel. The logomark–the lattice fish–takes inspiration from the interior design elements. The wordmark was developed to reflect the art deco atmosphere of the space.
The refined, hairline pattern and the use of ‘that blue’ give the identity a contemporary sophistication that evokes the elevated cuisine of Portsmith. A secondary mark was also developed to have a brand element laid in tile to greet diners at the entrance of the restaurant.