SWEETCATCH POKÉ | NEW YORK CITY

A Taste of Hawaii
in the Concrete Jungle

Our rebrand and rollout of a super fresh brand.

SWEETCATCH POKÉ

PROJECT DETAILS
Branding & Identity
Marketing Strategy
Interior Design
Architecture
Packaging
Web Design
Menu Design

PROJECT SUMMARY
The poke market in New York City is crowded. Our mission was to refresh the existing Sweetcatch brand, entice new guests, give past customers a reason to try it again, establish the concept as one with staying power making it prime for expansion.

OUR APPROACH
Our goal was to transport Sweetcatch’s customers to the beaches of Hawaii during their lunch break by immersing them within a space that was colorful and true to the essence of Hawaiian culture.

THE CHALLENGE
Carving out a fresh, yet independent branding vibe that is both original to the client and the Poké market.

A Brand with a Fresh Voice
and Laid Back Personality

We needed Sweetcatch to be more than just a logo. So, we created custom copy, tag lines and incorporated them on packaging and other branded elements. We established an approachable, conversational brand voice to showcase what Sweetcatch is all about.

A Comfortable Surf Shack

We were inspired by vintage surf magazines and David Carson’s groundbreaking aesthetic of the early 1980s when creating experimental designs using old school black and white magazine cut outs. These custom designs appear throughout the stores on digital menu boards, business cards, printed collateral, web presence, and on social media.

Custom Art & Photography

We created original artwork to set the tone in the restaurant and capture the cool, casual feel. We even flew to Hawaii to capture our own perspective of the island and give consumers something they’ve never seen before.

“The essence of Hawaii is captured in every detail of Sweetcatch’s branding. Even the poke bowl stickers are scratch n’ sniff to take you Hawaii in one single breath.”

Interior Design & Architecture

Our brand refresh included establishing a new store look. Starting with Sweetcatch’s second location on Madison Ave in NYC’s NoMad neighborhood, we utilized all of our brand exploration discoveries, new brand guidelines, and our experience with restaurant design to build the new restaurant. We used the same design theme for the World Trade Center and Grand Central locations. Sweetcatch has opened their 5th location in the Financial District.