Coastal Provisions – Logo

When Destination Hotels decided to upgrade the cornerstone restaurant at their Wild Dunes Resort, HOOK was called in for the rebrand. Coastal Provisions is a Seafood and Chop House style eatery. Our approach was to emphasize the restaurant’s relationship with sustainable farming by designing an icon which features the animals themselves. Since seafood and red meat are equally represented on the menu, the icon splits nearly 50/50 with a blue crab and a cow. Some patrons see the crab first, others the cow. It’s a conversation starter. And, perhaps, a Freudian tell for which entree your appetite secretly desires.