The Striped Rock at Solomon's
Specialty Restaurant Identity
A rockfish restaurant needed a mark as clean and honest as their signature dish — a modern sketch of a stripped bass, with a slight swirl of water underneath. This is the entry that won the open competition on 99designs.
Design a modern, simple sketch of a rockfish for a specialty restaurant — with a slight swirl of water flowing underneath.
The Striped Rock at Solomon's is a restaurant specialising in rockfish — particularly the stripped bass. They came to 99designs looking for a logo that felt as honest and unfussy as their menu: no elaborate illustration, just enough detail to make the fish instantly recognisable.
The brief was clear: a modern yet simple sketch of a rockfish, with a slight swirl of water beneath it. The fish didn't need to be highly detailed — it just needed to emphasise a “stripped” rockfish. The design needed to work across print, online advertising, merchandise, and physical signage.
Sketches, concepts, and the directions that didn't make it
Initial Sketches & Concept Exploration
Concept Direction 01 — Pictorial Fish Mark
Concept Direction 02 — Abstract Water Form
Rejected Explorations
Simple enough to feel honest. Distinct enough to be remembered.
Symbol
A clean, confident sketch of a stripped rockfish — detailed enough to be identifiable, simple enough to work at any size. The water swirl beneath it adds movement and life without adding visual noise.
Typography
Add font name — the typeface chosen complements the hand-crafted character of the fish mark while maintaining legibility across menus, signage, and digital formats.
Colour
Add colour details — the brief was open to creativity. The palette chosen reflects the natural tones of the restaurant's setting and the freshness of its signature seafood dish.
Colour, typography & usage
Colour Palette
Primary
Add hex value
Add colour role
Secondary
Add hex value
Add colour role
Accent
Add hex value
Add colour role
Neutral
Add hex value
Add colour role
Typography
Primary Typeface
Add font name
Logo Usage
Light background
Dark background
Monochrome
Small size
The logo in real life
How the mark holds up on menus, signage, packaging, and merchandise.
Mockup to be added
Mockup to be added
Mockup to be added
Mockup to be added
A restaurant brief.
A winning mark.
Out of 120 concepts from 13 talented designers worldwide,
this identity was selected as the winning entry.
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