HIGH TIDE POKE - logo project

PORTFOLIO_HIGHTIDE_1.jpg
 

THE STORY & DESIGN GOALS

High Tide Poke Bar is a fast casual poke restaurant serving downtown Santa Cruz locals. Its goal is to provide great tasting poke made with the highest quality ingredients, and serve it with a smile.

As the name suggests and given that the restaurant is located in the beach area, the goal was to create a strong visual identity that correlates to its name specifically angling to a beach theme, surf theme, and/or ocean theme. However, it was as important to clearly represent what the restaurant serves so it attracts the right demographic (healthy conscious audience).

 
 
PORTFOLIO_HIGHTIDE_2.jpg
PORTFOLIO_HIGHTIDE_3.jpg
 
 

THE SOLUTION

The logo proposal was to combine three main elements that represents the brand - poke bowl, fish (the main ingredient of the poke bowl), and wave (high tide fish tail). The end result was a fun fish character logo that not only serves the purpose but also makes a lasting impression.

The fish is purposely drawn with a brush stroke for a crafty, tailored look, that also perfectly matches with a brush stroke style script. Added Japanese style pattern on the fish belly (especially with a popping orange color) adds an extra fun visual element to the overall design. 

 
PORTFOLIO_HIGHTIDE_4.jpg