Brand Naming
Brand Identity
Photography
Public Relations
While brainstorming many ideas, we kept coming back to the feeling of the West Coast of the United States and how the Pacific Ocean held the cultures of all the restaurant’s inspirations. We also needed to insinuate the fast-casual style of the concept with a word that showed that it was not a table-side service restaurant. With all of that in mind, and with the blessing of the owners, we landed on the name Pacific Counter.
When approaching the visual identity, we knew we wanted to pay homage to the origin of both poké and sushi by blending the tradition of Hawaiian and Japanese culinary culture with the coastal vibes that both California and Florida have in common. 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. 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.
