SEVEN
Branding of a seafood restaurant/lounge concept in Dubai
“Seven”, an homage to a time when men were brave enough to explore beyond the limitations of a landlocked world. These explorers sought something more than what was offered them on shore. They knew that our oceans were not only grand mysteries yet to be understood, they were also bountiful worlds that could provide an extra terrestrial food source unlike anything they had ever experienced. To “sail the Seven Seas” was to embark on a grand adventure of discovery. To capture both new lands, new ideas, and new forms of sustenance for our people.
Turning the tide on Dubai’s local seafood offerings, Seven, an homage to “The Seven Seas”, will set sail early Autumn 2014. A seaside beach cottage at heart, this new-school fish house with an incredible view is a beautiful yet approachable home away from home in which to enjoy fresh seafood from around the world, prepared simply and with respect.
THE BRAND
The mark of the brand was born from the symbology of seafarers. At it’s core lies a star and compass, the navigational instruments used to show directions relative to the surface of the Earth. Without these, all at sea are lost. Extending off the heart of the mark are the four cardinal directions. Necessary tools in orienting oneself and the keys to understanding a map. To ground the piece, the crossed anchor tattoo of the Boatswain’s Mate has been used.
The Boatswain Mate was the most original rate (job) when grand sailing ships dominated the seas. Most men did not choose to do this job due to the arduous conditions and the dangers involved. Those in this role were a proud group of men, passionate about their work. To take this mark, they had either sailed all of the oceans (left hand) or the seven seas (right hand). This is a tradition that has gone by the wayside and has been forgotten by current sailor.
