Pacific Counter
Pacific Counter co-founders Tanner Loebel, Eric Bialik, and Tock Noythanongsay had a vision and enlisted Hype Group to make it a reality. They were giving Pinellas County its first fusion of traditional poké bowls and sushi burritos with a focus on chef-inspired recipes and the freshest, high-quality ingredients. With the solid underpinnings of a successful restaurant intact, we worked together to develop a brand that communicated their offerings and values verbally and visually.Scope
Brand Foundation
Naming
Branding
Photography
Public Relations
Recognition
GDUSA Gold
GDUSA Health & Wellness Award
Brand Foundation
We began by breaking down the style of this poké concept and how it differed from other concepts that came up in our research. We found that we could create something unique by blending the tradition of Hawaiian and Japanese culinary culture with the coastal vibes that both California and Florida have in common. This unique take was at the root of the restaurant’s values, so we used it to fuel all creative decisions moving forward. We also needed to situate the brand as a location for the freshest possible poké around, serving up a “mainland mix of coastal classics”.
Naming
With the concept messaging in place, we then needed to land on a name that could suite the restaurant properly. We iterated on many ideas, but 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.
Branding
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.
The resulting brand is fresh, vibrant, and coastal. Comprised of a custom logo mark and logotype, robust color palette and creative asset system, Pacific Counter is more than a restaurant brand —it’s a lifestyle.
Photography
And of course, we couldn’t peel ourselves away from this gorgeous brand until we snapped a batch of beautiful product photos to complement the style, colors, and overall vibe of the restaurant. We focused on highlighting the freshness of the ingredients and natural vibrance of the bowls and burritos.
“Brooke and her team at hype are rock stars when it comes to branding, and I’ve really enjoyed both the process, and the outcome.”
– Tanner, Co-Founder
Public Relations
After finalizing the Pacific Counter brand, we created a launch plan to announce the restaurant’s entrance into the market. Focusing on the offerings and chef-driven menu, Hype’s Public Relations team crafted a press release that was distributed throughout Tampa Bay. Within hours of distribution, the release had been picked up by every major local outlet in the area, including the Tampa Bay Times, Tampa Bay Business Journal, and Creative Loafing.
With St. Pete’s food scene growing more saturated by the minute, Hype Group’s goal was to create an identity for Pacific Counter that would stand out among the crowd. The brand has proven impactful and memorable to both consumers and media alike, with both parties hungry (literally and figuratively) for what’s to come.
