A beachside eatery in the heart of landlocked Calgary, George’s Beach Club offers beach bums a tasty escape from the city’s notoriously cold weather, all year round.
Bleached in desaturated pastels, George’s Beach Club paints a picture of Venice Beach with its vibrant identity and vintage Americana feel.
We focused on the feeling of warmth a sunny day and some comfort food can bring to give the identity a summery, care-free feel.
Inspired by old-school Californian signage and surfing culture, along with the midcentury illustrations of decades past, we illustrated a series of logos to capture the feeling of warmer days to take diners someplace else.
From the logos to the menus, incorporating illustrated elements was key in giving the brand a handcrafted, homey feeling.
