COASTAL CHARM in the heart of the city.
Throughout human history, the ocean has played a pivotal role in the human experience. From our most ancient lore; Homer’s epics and the sagas of Moby Dick and the Titanic, we are captivated with the majesty and mystery of the sea.
We set out to capture this alluring mystique and bring it to life in a saltwater inspired culinary experience right in the heart of one of the nation’s largest landlocked urban areas.
Life in the city can be a lot.
Our days are busy, stressful and overloaded with deadlines, noise and cold, hard concrete. It’s no wonder we often reflect on the calming, regenerative powers the ocean provides.
saltwater KITCHEN AND BAR
Simple, playful, and lyrical, we evolved the Lure mark with elegant lettering and its signature “fishing barb,” to effectively communicate the upscale coastal cuisine and ambiance that Lure is famous for. We then explored classic maritime and fishing industry design languages to create a series of supporting marks that added undeniable authenticity to the brand’s identity.
Our take on seafood is simple. wood-fired, ocean inspired.
Our menu operates under the same minimalist principles. Clearly celebrate the ocean's offerings — simply crafted with the knowledge that each and every one is unique and finite, often familiar and yet never quite the same. Our menu components are designed to move in and out, presenting the ocean’s harvest, just like the tide that inspired them.
creating a sea of community in the city
We develop content that reflects our Cultural Foundations, utilizes our Audience Motivators, and resolves Core Audience Tensions while communicating meaningful differences in our offering from that of our competitors.
Coastal environments around the world share a similar energy that makes them a destination and a haven for those looking for a break, a change of pace, or a reset. We share the wonder and purity of the coast and its wholesome harvest in a way that exudes the experience of an old hand, a gentleman or woman of the sea, eager to share knowledge from a lifetime of experiences.
Lure is not just a place to eat — it’s a place to meet like-minded people who care about their world and their impact on it. Lure is a unique place to unwind the right way with the right people, right in the heart of the city.
From coaSt to kitchen.
Lure offers a bounty of fresh seafood and relaxing coastal charm right in the beating heart of the city. Here, our vibrant patio and alluring cocktails are the perfect metro-coastal escape, inviting you to celebrate the ocean's offerings — simply crafted with the knowledge that each and every one is unique and finite, often familiar and yet never quite the same.
creating A TRANSPORTIVE EXPERIENCE WITH SOUND DESIGN
We were tasked to create a immersive sonic environment that translates the "Coastal" vibe of the Lure brand. As the Lure brand came to life the soundtrack became self-evident; a sun-kissed and transportive audio experience that enhances our overall guest experience in a unique and positive way. We decided to go wide with our influences, combining elements of the Baja Sound, Central Cali Surf, Mediterranean Lounge & South/Central American music, with a touch of Reggae tinged Indie Rock that you might hear anywhere from La Jolla and Big Sur to South Beach or Barcelona.
Our mandate included the creation of multiple, extensive (50+ hours) of day and day part playlists that recognize specific moods and audiences from lunch, happy hour, dinner, late night and brunch occasions.
Brands are inherently cultural expressions. As such, they require strategies that work with and in culture, but are specifically focused on audiences critical to the business - A Design Target.
Our work bridges the gap between business strategy and creative expression. It establishes the foundation for the brand to participate in a specific culture by creating its own mythology and rituals that promote self-identity.
PROJECT SCOPE
Location Viability Services and Audience Identification
Brand Strategy & Positioning
Brand Narrative
Brand Messaging Architecture
Creative Strategy
Brand Identity Systems and Nomenclature
Uniforms and Collateral Design
Website Design
Advertising, Photography, Videography
Location Based Digital Media & Content Marketing
Interior and Exterior Way-finding and Signage Elements
Custom Music Experience Design
Staff Alignment Initiatives