Fish Catch, Soulful Flavorful Food!
Restaurant Branding and Digital Art
Fish Catch is a fast-casual seafood restaurant located in Inglewood, California. The owner approached me to lead the creative direction for the brand, including logo design, menu development, food photography, and the creation of digital and printed marketing materials.
The goal was to build an identity that felt soulful, flavorful, and rooted in community. The brand needed to appeal to local families and young professionals alike, while remaining bold, easy to navigate, and scalable for future growth.
Art Direction, Graphic Design, Lay out Design & Photography / Jordan Jefferson
My Role
I was responsible for:
Designing the restaurant’s logo and brand identity
Art directing and photographing the full food menu
Creating print and digital menu layouts
Developing a consistent visual language for signage and promotional materials
All creative work was done in close collaboration with the owner to ensure the final designs aligned with the cultural values and energy of the Inglewood community.
Design Approach
The visual direction was built around the idea of community, with a coastal atmosphere that felt approachable, warm, and rooted in real people. To reflect that spirit, I illustrated key elements that were personal to the owner including his son, daughter, and family cat and integrated them alongside ingredients featured in the menu, like shrimp, lemons, herbs, and spices.
These illustrations became the foundation for the brand’s visual language, appearing in menus, signage, and supporting graphics. The goal was to make every design element feel intentional and personal, not generic.
The color palette was inspired by natural elements found in both seafood and southern cooking: golden yellows, rich navy blues, and warm wood tones. These colors were applied consistently across all materials, from the printed menus to the wall art and logo system, creating a unified brand identity that was vibrant, family-friendly, and visually distinct.
Outcome
The final brand package gave Fish Catch a strong, unified presence across both physical and digital touchpoints. Customers responded positively to the restaurant’s visual identity, which helped position the space as more than just a quick bite — it became a local favorite that felt thoughtful and authentic.
The branding system continues to support day-to-day operations, promotions, and social media content. It also provides a clear framework the business can grow from in future expansions.
