Jan 3

Jan 3 Hook + Line

Creative Direction, Website, Photography

Hook + Line was the second restaurant concept by Tom Schlesinger-Guidelli that Katz collaborated on, following their work together on Alcove. Situated at 10 Fan Pier, this neighborhood spot boasted a stylish bar, raw bar, dining room, and a harbor-side patio. Opened in Fall 2023, the restaurant featured New England seafood and a wood-fired grill. The expansive interior also housed a standalone fish market known as H + L Market, which was also branded by Katz’s team.

When Tom first approached the Graffito ID team, he had just begun imagining opening a new seafood spot. As his vision started to take shape, Katz’s team stepped in to help bring it to life, starting with the name: Hook + Line. From there, they crafted a complete visual brand, including complementary logos for the restaurant and market. In preparation for the opening, GID designed food menus, the Hook + Line website, exterior signage, printed materials, uniforms, branded swag, and even four custom-illustrated bathroom patterns, printed in eight vibrant colorways. Once the doors opened, they captured interior and food photography to highlight the experience. Their goal was to create a fun, casual, seafood-focused brand that evoked the charm of friends sharing a picnic on a small boat.

The results are award winning! In 2024, The Indigo Design Awards gave the work a Gold in Branding for Restaurants/Cafes and a Silver in Branding for Graphic Design.