The Ketch

Restaurant & Bar

Background

We began development with one question: how does one modernize the identity of an institution such as the Captain's Ketch while 1. adhering to the almost 30-year tradition and 2. not alienating the customers that have remained regular visitors to the restaurant since its inception?

Approach

Our approach was simple: preserve a little bit of tradition in every decision that we made. Constructing a new name, logo, identity system, website, and signage, [whitepenny] balanced old and new and in the process transformed the identity from what would be considered old to the inherently oxymoronic "modern vintage." The restaurant was renamed The Ketch, and the logo and collateral appear as what can only be described as neo-nautical: they reference the nautical theme while injecting life, energy, and modernity into the brand.