When approaching the visual identity, we knew we wanted to pay homage to the origin of both poké and sushi by referencing Pacific culture and history. We also wanted to recognize that one of their founding goals was to make it simple to eat healthy. To that end, several of our design assets included clear signage, user-friendly menus, and wayfinding to orient customers in the fast-casual restaurant where you can order bowls or rolls at a single service counter. Cheeky mottos like “Roll It or Bowl It” and “East Coast Roots, West Coast Vibes” are infused in the brand’s identity. Hype also created a suite of creative assets for the Pacific Counter arsenal that drive home the brand’s playful and bright personality. Quality, convenience, and wellness are at the core of Pacific Counter’s offerings and aesthetic, which can be seen across digital and physical platforms via signage, menu boards, merchandise, social media, and the website.
