Grant Design Collaborative Creates Brand Experience for Sustainable Seafood Restaurant
17 October 2008 - Grant Design Collaborative has partnered with metro Atlanta restaurant group Downtown Hospitality, Inc, to design the brand identity and experience for its latest seafood concept, Goin' Coastal. The restaurant marks the company’s second venture into historic downtown Canton, Georgia. Its successful Downtown Kitchen opened its doors on E. Marietta Street in 2005.

Grant Design Collaborative helped Goin' Coastal owner and head chef Zach Kell define the restaurant as a "sustainable seafood joint." This fresh new concept brings attention to a growing problem facing the globe, as nearly 75% of the world’s fisheries are either fully fished or over-fished. Goin' Coastal features only the highest quality seafood from sources around North America, either fished or farmed, that can exist over the long term without compromising species' survival or the health of the ecosystem. According to Kell, most U.S. restaurants source their seafood from farms in Asia and South America that do not have strict guidelines and regulations over how the product is raised and harvested.

Grant developed a comprehensive experience for the new restaurant concept, including brand identity, web site, apparel, signage, interior design consultation, menus, napkins and various brand-experience components. A palette of maritime-inspired hues and honest materials such as chipboard and kraft paper were employed to create a brand experience focused on sustainability and authenticity. As owner Zach Kell explains, "Grant clearly understood the vision for Goin' Coastal and took it to the next level with a cohesive group of elements that are engaging, while remaining true to my original concept."

"We were truly excited to work with Zach and his team to design an integrated brand experience for Goin' Coastal. Working locally to launch a fresh seafood dining concept with a meaningful environmental message is as good as it gets for a brand design firm," says Grant Design Collaborative president and creative director Bill Grant.

For more information about Goin' Coastal, please visit www.goincoastalseafood.com