The Fishery
The Fishery was a branding project for a fine dining freshwater restaurant, created in a collaborative course uniting Graphic and Interior Design students to develop luxury hotel concepts.
Services
Brand Identity, Experience design
Year
2024
The Fishery was part of a new class called Design for Hospitality, a collaborative course between Graphic Design and the junior Interior Design students. As someone who loves both disciplines, this elective was an easy choice. Being the first run of the class, there were some growing pains as we figured out how to work across teams. Each hotel and restaurant concept had one graphic design team and two interior design teams, so we had to coordinate with both to ensure visual consistency.
I worked with my friend Haley Kesler—we have similar styles and had collaborated before, which made the process smooth and fun. We bounced ideas off each other constantly and worked together on many brand touchpoints. Our team chose to design a fine dining freshwater restaurant called The Fishery, part of a luxury hotel named Golden Bear at Rivers Edge, which we imagined being located just outside Glacier National Park in Montana.
What Was Given
For this class we were given a logo, description of restaurant, 3 fonts, and a color palette.
Logo
The Fishery is a freshwater, fine-dining restaurant with a dedication to local and sustainable food sourcing. The modern restaurant believes in transparency and preparing dishes that illuminate the beauty of fresh ingredients.
Description of Restaurant
Fonts
Color Palette
The first step of the project was to gather inspiration for our restaurant design. Each of us collected a range of inspirational images, which we then combined to develop a cohesive overall vision. This approach ensured that we were aligned and had a unified understanding of the direction for the project.
Inspiration
Haley’s
Jessie’s
Combination
Stylescapes
The next step was to develop a stylescape to guide our design and ensure consistency across all elements. This process involved several revisions to perfect, but it was essential for making sure that all touchpoints aligned seamlessly as we moved forward with the project.
First Iteration
Final Iteration
Design Summary
The next step was to create a design summary, which we presented to the interior team for the first time. This summary outlined our design direction, including marks, fonts, color palettes, textures, patterns, and graphic elements. It also featured three design palettes we planned to use: the blue-green palette, the blue palette, and the Fish to Plate program palette.
The main the that we ended up changing in our design summary compared to what we were given is we added the addition of 2 greens into our main color palette. We thought that the color palette needed some greens to tie back into the sustainability factor and tie it back to nature. We also got rid of a bunch of the palette to tie back into the more modern aspect of the summary. We did make an exception and that was with our Fish to Plate Program we allowed the use of the yellow and cream from the original palette to be used.
Touchpoints
The second half of the semester was the creation of touchpoints. We did two rounds of touchpoints and had critiques throughout the process. We then decided that touchpoints we wanted/needed to have were not in any order of importance to be: Stationary, Menus, Fish to Plate Brochure, Coaster, Takeout Packaging, Social Media, Main Interior Signage, Large Scale Interior, Merch and Uniforms, and Exterior Signage and Billboards. We then divided up the tasks fairly taking into account the projects that would take more time to create which mainly were our specialty ones that we both took on, mine was the creation of the special menu, and hers being the fish to plate brochure. Some of them we also ended up both working on as well if they were more complicated or had multiple parts. We divided them up by:
Jessie: Menus, Social Media, Takeout Packaging, Coaster, Interior Signage, Large Scale Interior
Haley: Fish to Plate Brochure, Merch and Uniforms, Exterior Signage and Billboard, Large Scale Interior
Menu
My favorite thing I did for this class was my Menu I created. I was inspired by water and waves, so I thought it would be cool if the menu looked like waves and through idealization and bouncing ideas off of each other we came up with a menu that each page was a different wave pattern and have a removable fish that was for the Fish to Plate program. It took several rounds of creation to get to the final product but I’m so happy with what I created. The process for the menu was first to cut it out on paper, then trace the pages into illustrator then adding the text in to make sure each page had enough room for all of the menu items. luckily for me in the brief we were given it talked about the restaurant having a rotating menu so the actual menu wasn’t that big in the end. For how the menu was displayed we thought if it was on a board it would make the organizing of the menus at the host stand easier considering it wasn’t a normal shape, and with connecting it by Chicago screws, and using linen paper to really help create enforce the environment we were trying to create.
First Iteration
Second Iteration
In The Process
