Fishetarian Fish Market
BRAND IDENTITY & MERCHANDISE
Fishetarian Fish Market, a fisherman-owned staple on California’s Central Coast, came to us with nearly 40 years of history, a loyal following, and a need for a rebrand. As both a fish market and restaurant, they had built a reputation for their honest, sustainable approach to seafood—anchored by their Bummer-Free Guarantee. Through the rebrand, we focused on amplifying their authentic fisherman-owned story and coastal roots, while building a bold, approachable identity designed to foster a cult following through merchandise sales and tourism. The result is a brand that feels as genuine and salt-of-the-earth as the people behind it, positioning Fishetarian as a must-visit Central Coast destination with staying power beyond the dock.
One of Fishetarian’s goals was to create an elevated Bodega Bay customer experience with a carefree, upbeat vibe. Sustainability and health don’t have to feel vanilla. We set out to design a logo that captured the relaxed, West Coast spirit through playful typography and whimsical supporting illustrations.
The brand tagline extends this story through a thin, expressive script inspired by a fishing line, complete with a subtle hook detail that brings the craft of fishing directly into the mark. Anchoring the system is the bold “F” monogram, which serves as a flexible calling card for the brand. By transforming the lower arm of the letter into a graphic fish form, the monogram reinforces what Fishetarian has stood for for decades. Together, the brand system creates a cohesive visual language that feels playful yet purposeful.
“We didn’t want a typical fish market look, and Carpenter Collective absolutely nailed our quirky, beachy, counter-service vibe. The kinetic logo system brought our brand to life in a way that feels fun, modern, and unmistakably Fishetarian. Carpenter was a true pleasure to work with, and we would not hesitate to recommend Carpenter Collective to any business looking for thoughtful, inspired branding.”
An essential part of the brand story was translating the identity into a thoughtful merchandise program designed for real people, not just retail shelves. With a large portion of Fishetarian’s audience made up of travelers and tourists moving along the Central Coast, the goal was never to simply create an additional revenue stream. Instead, merchandise became a storytelling tool—extending the brand beyond the restaurant walls and into the everyday lives of those who experienced it. Each piece was designed to foster connection and community, turning customers into ambassadors and allowing people to quite literally wear their allegiance, proudly signaling, “I’m part of this.”
Photography by Kelsey Joy