Pacific Catch is not your typical seafood restaurant. Offering a huge, diverse menu featuring the flavors of the Pacific with six successful locations in the Bay Area—this business is primed for growth. Pacific Catch approached Noise 13 to accurately tell the Pacific Catch story and set them apart from the competition, through a new rebrand, refined messaging and a new responsive website.
We began our work by defining an elevator pitch for internal use. Determining messaging that Pacific Catch employees could stand behind was the first step before telling their story to the world. After many discussions and brand workshops, we distilled that story externally with a simple tagline—Westcoast Fish House. The perfect counterpoint to a traditional East Coast fish house, the tagline quickly communicates a different, modern point of view.
Next, we developed a visual language to pair with the new messaging. We wanted to balance the approachable, casual nature of the old brand but elevate the look and feel to accurately reflect the evolution of this small restaurant chain. Custom typography paired with an ahi tuna icon—a nod to tuna poke, Pacific Catch’s most popular dish—creates a recognizable and versatile logo that can translate to any medium.
Through our discovery and branding process, we also determined that setting stylistic guidelines for photography was going to be critical to the launch of the new brand and website. Working with our partner Gamma Nine, we art directed several food and environmental photo shoots to create a brand new library of assets for the brand.
The first part of the brand rollout was the website, which incorporates all of the new elements outlined above. The responsive site showcases beautiful and immersive photography, as well as mobile-specific features like a location tracker that tells you which Pacific Catch restaurant is close by.
—Steve Stoddard, Chief Executive Officer, Pacific Catch
We really appreciated Noise 13’s collaborative approach and big picture thinking. They listened to us and addressed feedback from our whole team and delivered great results.
As poke lovers ourselves, we are delighted to help Pacific Catch during an exciting period of growth. A survey of loyal customers revealed that a strong majority loved the new brand. We are excited to partner with them as the new brand extends to all Pacific Catch locations in the near future.
Our process at Noise 13 is built on collaboration. Working together with the Pacific Catch team—each member with a different expertise, combined with our own branding and food insights—was key for this successful rebrand. Watch out for new Pacific Catch signage and menus coming soon!