So. Much. Water.

Point Seven delivers a menu of globally-influenced, sustainably-sourced seafood in an elegant Midtown Manhattan destination. As the name denotes, 70% of Earth’s surface is made up of ocean, which makes for a vast palette of ingredients from which Chef Franklin Becker and his team have to choose.

Deliverables

Naming
Brand Identity
Print Design
Signage Design

Inspiration

Logo Anatomy

Because the restaurant does not focus on one particular style of cuisine, rather selecting and riffing on exceptional preparations with influences from around the world, it was important that we zoom out to the big picture. What is the thing that connects the dots of all of these seemingly disparate cuisines and styles? It's the water, and carefully selected bounty of the world's oceans... that 70%.

Running with this theme throughout, we pulled in textures of oyster shells and bathymetric charts (seafloor maps), flowing typography, and organic materials to mimic and accent the physical space of the restaurant.

We crafted the entire brand system, from naming to napkin rings, and everything in between. Then we helped them spin off a fast-casual, but high-end, to go sushi concept that will live next door to Point Seven... Bento by Point Seven, designing the brand, signage, menu boards and custom packaging.

Color Palette

Throughout the space, Point Seven is divided into three unique areas of service: a main dining restaurant; a to-go counter service restaurant; and a private, up-scale dining room available by appointment only.

As each area serves a different customer type, we made use of a “key” color to make sure that each area retained a sense of individuality. But for a total brand cohesive look, we created a general palette that all areas could share.

To decide on each key color, we looked at the already-existing interior and architectural designs, which featured ocean- and beach-inspired use of teals/blues/greens, soft pinks, and gold accents.

"They had the skillset of a visionary and the ability to extract ideas from their clients."

- Mary Thorn (Managing Partner)