Hide & Seek is a fun and friendly fish and chippery based in the North-West Melbourne suburb of Tullamarine. Born from a combined 30 years working in the hospitality and seafood industries, the Hide & Seek team are passionate about quality food and customer service. This family establishment uses only the freshest and highest quality ingredients, elevating the classic Australian take-away to a premium dining experience.
Principle Design worked with Hide & Seek, in collaboration with BlackMilk in order to help them craft a brand name and identity that reflects their unique style and the memorable food experiences they create for customers. Their friendly and dynamic spirit required a design solution that was both modern, thoughtful and confidently quirky in order to increase their customer exposure and reach their revenue goals. With that in mind, we used their namesake as inspiration to create an identity that reflected the mysterious nature of the game of Hide & Seek through the instinctual disguising properties of an octopus. The muted green colour palette was created in collaboration with the interior team to appear throughout the restaurant, and combines with the unique expression of typography and illustration to create a harmonious branding suite.