Little Fish

Client: Jarr and co.
Website: jarrandco.com
Services: Branding, Print, Illustration

REMEMBER WHEN I USED TO EAT SARDINES FOR DINNER

Little Fish is a restaurant concept soon to open in Pike Place Market that will include a sustainable seafood–inspired menu, prepared by the very adept and creative hands of chef Zoi Antonitsas, plus cured, preserved, smoked, and tinned Pacific Northwest seafoods, with almost everything being made onsite.

Similar to the way passersby can see the cheese-making magic at Beecher’s, at Little Fish you’ll be able to watch someone breaking down seafood or salt curing fish or smoking something…you know, like salmon.

With such an incredible location and chef, Little Fish approached me to develop their identity and branding strategy. Chef Zoi had a clear vision and tone for their restaurant; hand done with a throw back to vintage sardine cans. With that she slid over a piece of paper with ‘Little Fish’ written out in her own script style handwriting and told me to run with it.

Timeline

PROJECT —
March 2017 — Present

LAUNCH —
November 2017

BRANDING LITTLE FISH

After a short discovery phase of inspiration and competitor analysis, I decided to go back to my roots and push my computer aside. I felt that Little Fish needed a hand touched element. I broke out my art supplies and went through a multiple day exploration with pastels, charcoal and watercolor.

The Jarr and co. team quickly decided on one of the pastel illustrations and asked me to start pairing it with a couple of the handwritten examples that Zoi created.

FISH CLEAN UP

TYPEFACE SELECTION

ILLUSTRATION AND SCRIPT PAIRING

There are multiple aspects to Little Fish; a Restaurant, Bar and Market. And like any good logo a secondary typeface to highlight these call outs was needed. I spent days searching and testing out multiple typefaces and when I came across Rounded Elegance it complimented Zoi’s handwritten script perfectly.

FINAL LOGO WITH SECONDARY TYPE

EXPANDING THE BRAND

As the logo and secondary typeface were being finalized I began to think about elements that could be used to support the tone of the brand. Through a short discovery phase for building out their business cards, I wanted to continue the use of hand drawn elements. And so began my quest to learn to drawn sardine cans. Merging the logo with the sardine can illustration was challenging, but paired well once I gave in to manipulating the illustration to flow around the logo.

ILLUSTRATION AND LOGO COMBINATION FOR BUSINESS CARDS