Hook & Reel
Crack and Peel
Hook & Reel is a New York-based restaurant group with national aspirations. Having grown up and down the Eastern Seaboard, they were actively spreading westward, with hopes of opening another hundred restaurants in a year’s time. To establish their unique identity in these new locations, they needed a new brand that leveraged their bold and saucy personality as a restaurant group.
We knew that setting the brand apart from the competition required a complete assessment of the brand’s audiences, tone of voice, and position in the restaurant landscape, as well as a thorough and exploratory visual design process.
Design, Typography: Zack Custer
Agency: HUB Collective
