Little Fish – Justin Thomas Kay

Little Fish

Brand identity Anna & Niki's beautiful family of restaurants—started in Echo Park, expanded to Melrose Hill, and more to come.

In Anna's past life in the trenches with the rest of us making creative inventory for brands, we had worked together. At a certain point, she needed to take the leap and commit to making a more official operation out of selling fish sandwiches with her partner Niki from their first location, so naturally I had to ask if they would ever consider taking a refreshed look at their brand. I was happy when they agreed to let me take a crack at it.

It had been a while since I put my past life as an illustrator to use, so I dusted myself off and built this identity around a fish drawing I doodled a few hundred different times, in conjunction with a type reference I had been sitting on for a while, to create a wabi-sabi identity with some soul behind it and push myself a bit outside of my normal comfort zone.

I wanted to put just enough rigor behind it to make sure it could expand in the future and serve all the various needs of a restaurant.

Enough about the logo though - go eat their excellent food.