Developing a brand within a brand to launch a new revenue-generating concept.

Fresh Catch, a long-standing Mr. Smith client and one of the first poke establishments east of the Mississippi, was an immediate sensation in the Western New Yorkarea. With unerring dedication to sourcing the freshest and most humanely caught fish for their unique poke creations, Fresh Catch developed a well-earned reputation for the unbeatable quality of their seafood.

Ever the entrepreneur, Fresh Catch owner Mike Tobin realized that the relationships he forged with his suppliers to regularly source this high-quality bounty from the sea could be put to even better use. Thus was born the idea of the Market at Fresh Catch, a boutique supplier of fresh seafood, frozen fish, homemade sauces, prepared foods, other local goods, and more – all situated directly inside the flagship restaurant.

To help launch this store-within-a-restaurant concept, Tobin turned once again to the Mr. Smith team to help ensure that there would be no customer confusion and that the easy-going, approachable ethos of the Fresh Catch brand would be paired with a certain elegance befitting an upscale market experience.

Our team turned to the current Fresh Catch branding for inspiration in order to subtly tie the brands together, but also researched ways to incorporate details that would help elevate and differentiate the Market experience.

The full suite of collateral included various secondary logo marks, packaging design, sticker design, and more, all laser focused on ensuring that visitors to the Market at Fresh Catch had a brand-consistent and satisfying experience that they'll want to revisit again and again.

Mr. Smith was chosen as agency partner responsible for Brand Identity, Menu & Stationery, Collateral Design, and Packaging Concepts.