Sullivan’s Fish Camp

Objective

Craft the design and experience for a casual seafood restaurant and bar.

Capabilities

Art Direction
Brand Identity
Content Creation
Copywriting
Environments
Illustration
Merchandise
Print
Signage
Social Media

Originally established in 1988, Sullivan’s Fish Camp is an opportunity to inherit the namesake of the town of Sullivan’s Island — and present a fun, unfussy, fresh update on the iconic southern fish camp with a focus on quality, local ingredients.

From the menu to the interior design, the design intent was to conjure the delight and affection generations of beachgoers had for the original, family-owned restaurant.

Three brand identifiers — handrawn illustrations of the building exterior illustration, a cheery flounder, and Captain Sully, a “salty” sea captain-meets-fish — create an iconic system that’s eclectic, inviting, and memorable. An extensive, playful merch collection includes floaty key chains, sweatshirts, beanies, hats, tote bags, t-shirts, bottle openers, and bumper stickers.

A collection of graphic elements add flexibility, humor, and kitsch to the brand’s visual language, a perfect match for a walk-up window where beachgoers can order swirls of soft serve ice cream. The nostalgic pattern on the plate ware is inspired by a pattern on the original Sullivan’s Restaurant menu.

The brand design reflects the iconic, playful spirit of this modern-yet-eclectic restaurant — and its creative founders. The letterforms are simple, bold, immediately recognizable, and nod to vintage seaside signage.

Hues of weathered red, mustard, ecru, and pale green tell an original and welcoming color story, with subtle nods to vintage seaside restaurants and maritime pursuits. The bold, joyful identity seamlessly translates across everything from exterior signage, window decals, menus, placemats, and oyster knives to to-go containers, coasters, house-branded beer labels, matchbooks, and social media.

Credits