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 features 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 opened in the Fall of 2023, features New England seafood and a wood-fired grill. Inside the long, sprawling space, there is also 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 a thought. When that thought 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 and drink menus, the Hook + Line website, exterior signage, printed collateral, uniforms, swag, and even four uniquely illustrated patterns for the bathrooms, which were printed in eight different colorways. We also took interior and food photography upon the restaurant’s opening. Our goal was to create a fun, casual, seafood focused brand that captured the spirit of friends picnicking together on a small boat.



Branding for Restaurants/Cafes

Branding for Graphic Design