The Fish House
01
Research
02
Brand strategy
03
Graphic Design
04
UX design
Sleek Design for Culinary Artistry
Fish House, an emerging seafood restaurant in Lake Forest, Illinois was on the verge of its grand opening. As a new business, the stakeholders envisioned a digital platform to help grow their consumer base and business visibility. To achieve this business objective, ArtVersion collaborated with Fish House to design and develop their website and establish their overall branding design, positioning the seafood house with a memorable presence.
Web Experience Design
Like any growing business ready to establish its positioning, Fish House needed a design language that was unique to its industry and encapsulated its identity.
ArtVersion designed a custom design system reminiscent of nautical and maritime themes—piecing together different elements for a cohesive overall picture. Based on brand research and stakeholder interviews, Fish House aimed to position itself as a high-end, luxury restaurant, therefore, the team incorporated the nautical elements purposefully to not overpower the design. Rather, the elements were balanced with a sophisticated and high-class feel to ensure that elegance was captured. This was achieved through a deeper color palette, sharp geometric styling of images, and gold etching of mapping details of the Great Lakes. The large image optimization and styling also helped emphasize that high-end look, while simultaneously spotlighting Fish House’s delectable menu.
UI/UX Development
Creating a complete robust experience, the development side of the website was also carefully optimized.
As business visibility and growth were priorities, the development team incorporated search engine optimization (SEO) with keyword integration throughout the website’s backend—strengthening the website’s copy and messaging. Additionally, the website was optimized and fully functional across devices for responsive design curation. This was significant because it encouraged users on the go to undergo micro-moments when seeking a restaurant to find the Fish House. Both responsively and via desktop, users were able to browse the menu digitally, reserve a table through API integration, and more.
Tablet Experience
Design Language and Visual Components
Color Selections
ArtVersion selected a deep navy and gold color palette for the Fish House's website to convey a sense of luxury and sophistication, aligning with the restaurant's high-end branding. The rich, deep navy evoked the depths of the ocean, perfectly tying in with the nautical theme and providing a serene, elegant backdrop. Complementing this, the gold accents added a touch of opulence reminiscent of the polished brass found on classic seafaring vessels. The color combination helped create an atmosphere of elegance, reflecting the upscale dining experience that the Fish House offers.
Typography
ArtVersion utilized Plus Jakarta Sans for the body text and DM Serif Display for the headers on Fish House's website to achieve a distinctive and elegant look. Each of he typography's clean and modern lines helped establish readability and a sleek, contemporary feel in the body text, providing a seamless user experience. The classic serif design of DM Serif Display was chosen for the headers to add a touch of sophistication. The juxtaposition of these two fonts created a perfect balance.
On Location Photography
The Outcome
The Fish House was now poised with a luxurious website that aligned with the restaurant's quality culinary dishes.
The website launch aligned perfectly with Fish House’s grand opening, promoting an uptick in business visibility. The website reservations also encouraged a greater influx of diners to the restaurant, simplifying conversions and allowing guests to easily reserve their tables. Fish House’s digital presence created a great customer and user experience overall, showcasing their upscale service for fine dining.