Client objective
Roca y Sal needed to elevate a seafood concept without relying on generic anchors, ship wheels, or fish. Takeout packaging had to protect the food and feel as considered as the restaurant itself.
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Seafood · Pacific Coast
Roca y Sal
A seafood brand that moves beyond nautical clichés to communicate origin, texture, and freshness.
The strategy
A conceptual decision behind every shape, color, and application.
Brand decision
We used the tension between rock, salt, and ocean current to build texture, line, and rhythm. Lids are designed as fully printed surfaces—not stickers—and every bowl or tray follows the same visual architecture.
System and outcome
The brand communicates freshness and origin with a restrained voice. Its food packaging design improves the presentation of lobster, bowls, and trays while creating a consistent foundation for uniforms, space, and new locations.
- Strategy
- Identity
- Packaging
- Uniforms
- Space
Designed for production
The brand continues when the product leaves through the door.
Every format belongs to one system: clear hierarchy, purposeful surfaces, and a consistent presence across counter service, delivery, and social media.