Branding a new hotel restaurant and events concept: Meet me at Sea Level
We love the opportunity to get involved in a restaurant project during the construction phase. It really allows our abilities as brand strategists and designers to shine. Sea Level Restaurant & Lounge, located on the Redondo Beach King Harbor waterfront, was just that type of project.
Sea Level occupies the first level of the Shade Hotel Redondo Beach Culinary Events Building, and was positioned to feature Coastal California Cuisine, where every seat has a view of the sunset and gorgeous marina.
The Challenge
Our team participated in planning meetings with the structural engineers, contractors, architectural, and interior designers. The construction project faced many delays, obstacles, and their own challenges. But our challenge started with the development of the brand voice of this new concept, followed by naming the restaurant and the multi-level Culinary Events building.
Our naming work started with market research and competitive analysis of the surrounding Redondo Harbor restaurants and a deep dive into the original Shade Hotel located in Manhattan Beach.
In our initial presentation, we provided four different concepts for exploration. Each concept included options for naming the main restaurant and the other two levels of the Culinary Events building. Our concept themes included:
- water
- navigation/map coordinates
- the elements
- levels
The winning concept was to focus on the three levels of the building, so Sea Level was the perfect choice for the anchor restaurant and lounge on the first floor. The second floor is the main events level, and it was aptly named Horizon for its location in the building. The third floor with its breathtaking views and open air deck was named Sky.
Phase two of the project was to design of all the brand’s assets. We designed the restaurant logo, signage and menu, along with various other assets related to the hotel itself.
Lastly, we creatively coined the double entendre tag line: An experience on every level.
Results
Our clients couldn’t be happier with their current success. By communicating their clear positioning and upscale, but cool branding, Sea Level has become the place to visit for a breezy brunch, lunch, or dinner overlooking the Marina. The multi-level Culinary Events building, is now the premiere destination for weddings, corporate events, and parties.
But, the key success goal we achieved in the project was not only to be the dining choice for hotel guests, but to help attract visitors from the surrounding beach cites and beyond.
