TJ Oyster Bar is considered the pioneer for bringing the concept of authentic Baja-style mariscos in a simple menu, a taco stand-like experience, in a casual laid-back ambiance. After 20 years of serving the San Diego South Bay community TJ Oyster Bar reached a point where a rebrand/refresh was in order to better distinguish the brand from the growing competition. We worked with them to build a new brand strategy, redesign their brand identity, and establish a new visual language, as well as social and print collateral.

Before even started the project we sat down with the business owners and began a series of discussions to identify the most important attributes of the brand. We helped clarify their brand message, identified their target audience, and analyzed their current position and where they wanted to evolve as a company. Through these discussions, we trimmed the excess and landed on a few fundamental phrases: Simply Baja Seafood, Mariscos, Cerveza, and Tacos