Industry: Restaurant & Hospitality

Photos courtesy of Jeffrey Rivkin

Amherst Oyster Bar:
Fresh, Salty, Briny, Local.

Honoring classic East Coast seafood, our brand for Amherst Oyster Bar celebrates the lore of the oyster po’ boy and lobster roll with fresh new energy.

From its maritime palette to its hand-drawn details, the Amherst Oyster Bar identity evokes the nostalgia of coastal New England. We paired friendly, approachable type with illustration and pattern work inspired by fishing trawlers, menus, and seaside signage.

A tray of oysters on ice is displayed beneath a menu board listing oyster varieties at a seafood bar.

Every element , from menus and signage to environmental graphics and merchandise, was designed to tell the restaurant’s story through texture, color, and personality. Ribbons of type and illustration weave through applications, reinforcing the lighthearted energy that defines the AOB dining experience.

Logo for an oyster bar featuring the initials A, O, B and the text Fresh Seafood and Downtown Amherst over an illustration of an oyster.
Plate of seared scallops on mashed potatoes with garnish, next to a glass of white wine and a napkin on a blue placemat.

Services

Visual Brand Identity System
Signage Design
Menu Design
Messaging
Environment Design
Merch Design

Logo for an oyster bar featuring an oyster illustration and the text Amherst Oyster Bar going around the oyster.

This project continues our decade-long collaboration with Archipelago Investments, whose restaurant and residential developments have helped transform Amherst into a more connected, vibrant downtown.

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Andrea Nakayama