Tom approached the GID team when opening a second restaurant was just a thought. As that thought began to take shape, our team jumped in to assist him with naming the new seafood restaurant. Once the name “Hook + Line” was established, we moved on to the visual brand, creating complementary logos for the restaurant and market. In preparation for the opening, GID designed numerous food and drink menus, the Hook + Line website, exterior signage, printed collateral, uniforms, swag, and four uniquely illustrated patterns for the bathrooms, printed in eight different colorways. We also captured interior and food photography upon the restaurant’s opening. Our goal was to craft a fun, casual, seafood-focused brand that captured the spirit of friends picnicking together on a small boat.