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01.22.13

Eventide identity

Identity, Consumer

A revival of the great American oyster bar, Eventide Oyster Co. offers pristine shellfish and a fresh take on classic New England fare. When it began Eventide’s identity project, brand firm Might & Main began by defining characteristics: approachability, handmade, maritime and timeworn. What came next was a library of flexible identity elements including a stylized monogram E logotype, custom oyster illustrations, quotes about oysters, silhouettes of shucking knives and a sea-inspired palette ranging from deep to pale blues paired with rustic browns and creams.

For the collateral, rubber stamps of the logo and oyster illustrations are used to brand everything from menus to take-out bags and receipts; gift certificate are created by stamping the back of a coaster with gift info and placing it in a kraft paper envelope. Rubber stamps were also made with the contact info of key staff members who personalize tag-shaped kraft business cards. And, when it came time to design the website, the creative team knew that needs would be simple—menu, hours and location—and focused on a responsive layout for mobile users.

Arielle Walrath/Sean Wilkinson/Morgan DiPietro, designers; Arielle Walrath/Sean Wilkinson, creative directors; Kevin Brooks, developer.

might-main.comeventideoysterco.com