Tropez is a conceptual oyster bar inspired by the French Riviera. The space invites guests to enjoy fresh oysters, paired with wine and vintage champagne. It brings a clean and timeless feel to every table.

The main challenge was avoiding the usual visual language of luxury seafood brands. I didn’t want Tropez to feel overly polished, nautical, or overly French. Instead, I wanted it to feel like a real place. Something grounded, relaxed and slightly timeless, where oysters, wine and champagne are the focus.

I built the identity around a deep coastal blue, paired with an off-white tone for contrast. The blue gives the brand its connection to the sea, while the lighter elements keep it feeling clean and premium. For the main typeface, I chose Cambria. Its serif structure gives the wordmark a more established and classic character without making it feel overly decorative. For supporting information and body copy, I used DM Sans to bring in a cleaner, more contemporary side. This contrast between the two typefaces helped balance the traditional and modern qualities of the brand.

The menu follows the same idea of keeping things simple and grounded. I focused on a compact selection of oysters, seafood, small plates, wine and champagne rather than creating an overly elaborate restaurant menu. Typography does most of the work, while the hand-drawn illustrations act as supporting elements. This keeps the menu functional while still giving it a distinct personality.

I carried the identity across the menu, stationery and branded touchpoints, keeping the same color palette, typography and illustration language throughout. The goal was consistency without making every application feel identical. With Tropez, I wanted to create a premium identity that still feels lived in. Rather than making the brand look expensive just through styling, I tried to build that feeling through restraint, typography, color and small imperfect detail