Market Branding

The project presents the brand identity for Gill’s Fish Market, a heritage seafood brand located by the piers of Sausalito. Established in 1940 and run by the Gillford family, Gill’s has long been known for its fresh catch, quality seafood, and genuine hospitality - staying true to its motto: “You’re not a customer - you’re family.” As the brand expands with a new food truck, the identity reimagines its legacy through a modern, approachable design that brings the same trusted tradition to the streets. For this project, I carefully designed the visual identity that draws inspiration from the marine lifestyle of California. Each element - from the logo and typography to the colour palette and icon system - was intentionally chosen to evoke the freshness, warmth, and authenticity of the coast.