When I approached the Pelagos project, the brief was ambitious and unique: design a full brand identity for a luxury underwater restaurant that stands apart from every other hospitality brand out there.
The concept of Pelagos isn’t just about dining. It’s about immersion — literally under the sea — and the identity needed to communicate that experience before anyone ever walks through the door.
🧠 Project Context
Pelagos is envisioned as a premium, high-end restaurant located beneath the waterline, where guests are surrounded by the calm, expansive world of the sea while enjoying world-class cuisine and service. This creates an emotional opportunity that most restaurant brands don’t have:
a unique sensory environment
a sense of exploration and exclusivity
connection with nature + fine dining
That emotional positioning became my starting point.
🧭 Problem & Objectives
The challenge wasn’t simply to design a logo or a menu. It was to build a holistic identity structure that supports:
✔ brand storytelling
✔ guest expectation before arrival
✔ visual cohesion across physical and digital environments
✔ marketing and wayfinding
✔ luxury sensibility appropriate for fine dining
This identity system needed to work everywhere: signage, digital communication, menus, uniforms, environmental graphics, printed materials and more.
🎯 Audience & Psychological Target
Pelagos’ audience consists of:
Fine-dining patrons
Luxury experience seekers
Travelers and explorers
People who value exclusivity and sensory experience
In other words, the design needed to promise an unforgettable experience, not just good food.
🔎 Design Strategy
I built the identity around a few core strategic pillars:
🌊 1. Visual Language that Echoes the Ocean
The entire system draws inspiration from the underwater environment:
organic shapes and flows reminiscent of currents
refined color palette based on deep sea tones
delicate textures suggesting water ripples and marine life
These elements are not just decorative; they set emotional expectations before arrival.
🎨 2. Sophistication + Simplicity
Luxury branding thrives on restraint rather than complexity. The identity leans on:
minimal yet expressive lines
elegant typography with subtle details
a refined and consistent color hierarchy
This allows the design to feel luxurious and grounded.
🪩 3. Brand as Experience
The identity wasn’t limited to a logo. It became an experience:
door signage that feels like an invitation
menus that communicate both culinary and environmental storytelling
digital touchpoints that reinforce the underwater theme
Every element reinforces the feeling of immersion.
Color Palette
The palette evokes deep sea tones with luxury nuance:
deep azure and teal for environment
warm neutrals for cuisine and human touch
subtle highlights for premium accent
This balance ensures the restaurant feels exclusive but not cold.
Typography System
Typography had to feel premium, legible, and consistent across applications:
a refined serif for titles and brand names
clean sans systems for navigation and menus
Hierarchy and spacing rules ensure cohesion across print and digital.
📌 Results & Strategic Value
Through this work, Pelagos was positioned not just as a venue, but as a destination — emotionally resonant and visually distinctive.
The identity:
✔ communicates exclusivity
✔ visually connects to the underwater concept
✔ feels refined without pretension
✔ supports sales, bookings, and brand storytelling
🧠 Final Thoughts
This project reaffirmed a core principle of my work:
a brand identity must feel like the experience before the experience happens.
With Pelagos, I wasn’t designing a logo.
I was designing a feeling — from first impression to lasting memory.
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Posted Feb 19, 2026
Full brand identity for Pelagos, a luxury underwater restaurant. I wasn’t designing a logo.
I was designing a feeling-from first impression to lasting memory.