Pacific Counter co-founders Tanner Loebel, Eric Bialik, and Tock Noythanongsay had a vision and enlisted Hype Group to make it a reality. They were giving Pinellas County its first fusion of traditional poké bowls and sushi burritos with a focus on chef-inspired recipes and the freshest high-quality ingredients. With the solid underpinnings of a successful restaurant intact, we worked together to develop a brand that communicated their offerings and values visually. After our intake and acculturation process, our content strategy team hit the drawing board to develop the brand foundation: a unique name, tagline, brand story, voice and positioning statement. It wasn’t long before we landed on Pacific Counter, a name that seamlessly marries the founding ideas. Once the brand platform was developed, our design team commenced creative direction. We knew we wanted to pay homage to the origin of both poké and sushi, referencing Pacific culture and history for inspiration.
We also wanted to recognize the fact that one of their founding goals was to make it simple to eat healthy. To that end, several of our design assets included signage, menus, and way-finding to orient customers in the fast-casual restaurant, where you could order bowls or rolls at a single service counter.
Cheeky mottos like “Roll It or Bowl It” and “East Coast Roots, West Coast Vibes” are infused in the brand’s identity. Hype created 15 custom creative assets for the Pacific Counter arsenal that drive home the brand’s playful and bright personality. Quality, convenience, and wellness are at the core of Pacific Counter’s offerings and aesthetic, which can be seen across digital and physical platforms via signage, menu boards, merchandise, social media, and the website. And of course, we couldn’t peel ourselves away from this gorgeous brand until we snapped a batch of beautiful product photos to complement the style, colors, and overall vibe of the restaurant.
The resulting brand is fresh, vibrant, and coastal. Comprised of a custom logomark and logotype, robust color palette and creative asset system, Pacific Counter is more than a restaurant brand – it’s a lifestyle.With St. Pete’s food scene growing more saturated by the minute, Hype Group’s goal was to create an identity for Pacific Counter that would stand out among the crowd. The brand has proven impactful and memorable to both consumers and media alike, with both parties hungry (literally and figuratively!) for what’s to come.
Pacific Counter Visual Identity Design