Hook + Line

Hook + Line


Hook + Line is a new restaurant concept from Tom Schlesinger-Guidelli, owner of the West End’s Alcove. Located at 10 Fan Pier, the new neighborhood spot will feature a stylish bar, raw bar, dining room and harbor-side patio where guests can enjoy a menu of local seafood complemented by a fish-friendly wine list showcasing the classics as well as some up-and-coming coastal wines. The eatery, which opens in the Fall of 2023, will feature New England seafood and a wood-fired grill. Inside the long, sprawling space, there will also be a standalone fish market called H + L Market.

Having launched a successful branding campaign for Alcove, Tom entrusted the Graffito ID team to create and develop the visual identity for his second establishment.


Tom approached the GID team when opening a second restaurant was just an idea. When that idea started to become a reality, our team was ready to jump in and assist him with naming the new seafood restaurant. Once the name “Hook + Line” was established, we moved on to the visual brand, which included complementary logos for the restaurant and market.  As we prepared for the opening, GID designed numerous food menus, the website, exterior signage, printed collateral, uniforms, swag, and even designed uniquely illustrated patterns for the bathrooms (4 in total). We even took all of the photography. Our goal was to create a fun, casual, seafood focused brand that captured the spirit of friends picnicking together on a small boat.