01 · The Client

HOSPITALITY · SAFETY HARBOR, FLORIDA

THE TIDES MARKET

A complete brand system built across identity, menus, merchandise, packaging, and web for a neighborhood seafood market and restaurant everyone comes back to.

Three oyster shells illustrated with contour lines, set against a black background.
Collection of items related to a seafood restaurant, including a red cap, a patch with the restaurant's logo, a seafood menu, a white t-shirt with the restaurant's logo, and a seashell.

02 · Project Overview

A NEIGHBORHOOD MARKET AND RESTAURANT NEEDED ONE COHESIVE VISUAL LANGUAGE.

The Tides needed a brand that felt local, fresh, and elevated yet distinctly Gulf Coast without relying on generic nautical imagery. The system had to work across a wide range of customer touch points from logos, to restaurant menus, apparel and an e-commerce website.

Client

The Tides Market

Industry

Restaurant · Market · Hospitality

Location

Safety Harbor, Florida

Services

Brand identity, illustration, web design & SEO, menus, merchandise, packaging, packshot product photography, and production support

03 · The Challenge

THE BRAND HAD TO FEEL STAND-OUT IN THE TAMPA BAY SEAFOOD SCENE FROM DAY ONE.

Coastal, not cliché

Create an Old Florida sensibility without overusing anchors, palms or obvious beach graphics.

Flexible system

Build a visual language strong enough for menus, apparel, packaging, and web.

Retail-ready

Support both the dining experience and a merchandise-driven retail program.

04 · Visual Direction

FROM BRAND REFERENCES TO A USABLE CREATIVE SYSTEM.

Collage of seafood-themed items and graphics, including a seafood platter with oysters and lemon slices, a wooden table with napkins decorated with ocean and fish illustrations, color swatches, doodles of seafood and drinks, a fish logo, and a menu for a seafood restaurant.
A webpage titled 'The Design Direction' outlining four branding and design strategies: hand-drawn icons of sea life, seashells, fish, and fishing tools; typography with personality featuring a logo design with wave motifs; photographs of seafood dishes showcasing behind-the-scenes storytelling; and menu and packaging designs with clean brand menus and sustainable labels.

05 · Brand Identity

A VISUAL FOUNDATION DESIGNED TO SCALE.

Various logo templates for 'The Tides Market,' including a circular emblem, a script logo, and text-based designs, all featuring wavy water line graphics.
Six different colored squares, each with a logo of waves and the text "The Tides Market" in various font sizes and colors.
Close-up of vertically stacked paint color strips in various shades, including white, navy blue, light mint, beige, teal, and coral.
Multiple variations of a logo for The Tide's Market, featuring the text with a wave design above it, in different color schemes and backgrounds.
A collage of six circular logo designs for 'The Tides Market,' each featuring waves and text, with different background and wave colors.
Text on a poster titled 'Typography Typefaces Usage' with a welcome message for The Tides Market, highlighting local and regional seafood, dairy, and grocery items, with an illustration of two fish at the bottom.

The identity system combines refined typography, a coastal palette and flexible illustrated elements that can shift between elevated dining and approachable retail.

Illustration of a lobster, showing detailed claws, body, and tail.

06 · Restaurant Menus

A MENU SYSTEM BUILT FOR CLARITY, FLEXIBILITY AND PRINT CONSISTENCY.

Menu of craft cocktails, wines, beers, and cold beverages from a seafood restaurant, including options like the Queen Bee cocktail, various wines, beer options like Luminescence Hazy and Hazy River IPA, and bottled water.
Menu from The Tides Market featuring rawbar, salads, bowls, main dishes, and sides with seafood options and beverages.
Menu from The Tide Market Brunch, listing options such as grilled vegetable frittata, crawfish frittata, fried French toast, fresh fruit parfait, smoked salmon toast, biscuits 'n gravy, biscuit Benedict, crab cake Benedict, shrimp, grits, & eggs, steak & eggs, with sides like smoky tomatoes, crispy potatoes & smoked garlic aoli, parmesan grits, and seasonal fruit.
Part of a seafood restaurant menu with illustrations of two fish, and a shrimp, including prices and descriptions.
Restaurant menu page titled 'The Tides Market' with sections for salads and bowls, seafood dishes, and illustrations of fish.

This menu system was designed and structured to support multiple menu categories, ongoing edits and print-ready production.

07 · Merchandise

BRINGING THE BRAND INTO PRODUCTS CUSTOMERS COULD WEAR AND COLLECT.

Two white T-shirts with vintage-style designs, placed on a background of shrimp and shells. The front shirt features a green and red illustration of a bottle with a plant growing from it, and a lemon wedge at the bottom. The back shirt has the text "The Tides" with a drawing of a shell, and "Safety Harbor, FL" underneath.
Flyer for The Tides seafood market showing an illustration of a seafood platter and text about seafood offerings and location in Florida.
Collection of five baseball caps with patches, featuring
Orange keychain shaped like a surfboard with the text 'The Tides Oyster Club, Safety Harbor, FL' and a oyster shell graphic.
Gray T-shirt with blue crab illustration and red text reading 'Quality Seafood Served Daily' on a background of oysters
Blue foam drink holder with white text that reads "The Tides Oyster Club, Safety Harbor, FL" and a small oyster shell illustration.

08 · Website

A DIGITAL HOME FOR THE RESTAURANT, MARKET AND GROWING RETAIL PROGRAM.

Screenshot of The Tides Market website homepage featuring a welcoming message, navigation menu, and a photo of a table set with food and drinks outside, with a wooden fence in the background.
Online store webpage for The Tides Market featuring official merchandise including hats, t-shirts, and accessories with ocean-themed logos and graphics.
A webpage about oyster market offerings showing a patch with the text "The Tides Oyster Club Safety Harbor, FL," a section with a photo of the store interior displaying shelves stocked with seafood and other products, and a menu button labeled "Market Offerings."
A section of a website homepage for a seafood market, featuring logos of various seafood organizations, the market's contact information, hours, and social media links, with a blue fish illustration at the top.