Off the Hook was a proposal for a Californian pop-up restaurant at Soho House Berlin.
I worked with Soho House on a branding concept to capture the essence of a Californian beach-side and seafood restaurant, for their members in Berlin. The branding took inspiration from the tin roofs of beach shacks, the DIY aesthetic of hand-painted signs and the visual of a setting sun melting into the ocean.
This was a concept design briefed to me by Soho House Berlin. Unfortunately the whole project didn't go live. Real life constrictions such as the possibility of amends to the menu by people in the business without access to Adobe Suite, and the ability to print in-house, were considered throughout the design process.