JOE FISH
SEAFOOD
Joe Fish is a real real restaurant that had a real problem, a brand that wasn't giving people a reason to show up. Losing customers and revenue, the challenge was to rebuild their identity from the ground up; making it feel clean, approachable, and like a a place worth spending time in, not just grabbing a meal.
HOOKED ON THE DETAILS
The concept was built around immersion. Rather than a simple logo refresh, the goal was to make Joe Fish feel like a place with a world of its own, using large scale branding throughout the space so that the identity surrounds you the moment you walk in. Wall art brings personality and depth to the environment, turning blank surfaces into part of the experience. Menus were designed with the full evening in mind, offering multiple options that guide the night rather than just listing food.
Blue was a deliberate choice, a color people instinctively trust, and one that naturally connects Joe Fish to the ocean it draws from. The water pattern woven through the branding ties it all together, giving the restaurant a single texture that makes every touchpoint feel considered and cohesive.
THE DEEP END
A struggling restaurant doesn't just need better food, it needs a reason for people to choose it. By repositioning Joe Fish as an experience rather than just a meal, the rebrand creates something the original brand was missing, genuine desire to walk through the door. A space that feels considered and immersive gives customers something to talk about, share, and come back to. Trust is built through the visual language, familiarity through the environment, and loyalty through the feeling the brand leaves behind. The goal was never just to make Joe Fish look better, it was to make it mean something to the people who visit, turning a failing local spot into a place the neighborhood actually wants to keep around.