Griff's is a seafood restaurant with a location on the shore of Winchester Bay and another location on a dock in Port Orford, Oregon. Neither location had a visual language that was consistent, let alone; cohesive across both restaurants.

Since Griff's had no real identity, one problem they faced was customers not realizing that they had two locations. The two locations look entirely different on the outside but one thing they have in common is that each of their interiors have a low lit, calm, diner like ambiance. My solution builds off of this ambiance creating an atmosphere inspired by mid-century diners. A few ways this atmosphere is achieved visually are the: matchbook illustrations, stacked logo lockups, color scheme, and wave checker pattern.

A common visual element in mid-century diners was the checker pattern. Turning the squares that make up a usual checker pattern into half circles created a wavelike pattern that matches the brand perfectly. Turning a section of this pattern 45 degrees creates another pattern that when stitched together creates a rope like texture. I used the rope pattern to illustrate several knots, creating yet another pattern for the restaurant.

Modeled after Gill Sans, a prominent typeface in the utilitarian world of fishing; The Griff's logotype is drawn with a modified R to create a fish when kerned tightly with the G.