Hook + Line
Hook + Line is the second restaurant concept by Tom Schlesinger-Guidelli that Katz has worked on (Alcove). Located at 10 Fan Pier, this new neighborhood spot features a stylish bar, raw bar, dining room and harbor-side patio where guests 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 will also be a standalone fish market called H + L Market.
Having already 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 Graffito ID team when he was just thinking about opening a new spot. When that thought started to become a reality, Katz’s 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 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.
The results are award winning! In 2024, The Indigo Design Awards gave the work a Gold in Branding for Restaurants/Cafes and a Silver in Branding for Graphic Design.
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