Restaurant branding and design

We were approached by Pacific Hospitality Group to name and brand a signature restaurant concept at the Paséa Hotel in Huntington Beach. We focused on creating something that could fit with the hotel, but also stand on its own.

Services Provided: Brand Strategy, Photography, Naming, Visual and Verbal Identity, Print Collateral, and Design Execution


We created two separate hand-drawn logo marks that aimed to appeal to locals of Huntington Beach. They were also crafted to attract some of the millions of visiting tourists that flock to Huntington Beach and Southern California every year.


We created the tagline “Hot Food Warm Friends” as a fun catch phrase. It was important that we define and capture a California vibe that would fit in with locals. The tagline has caught on and the restaurant has been welcomed into the community with open arms.


We made art suggestions, designed murals, and helped inspire little details that went into the restaurant. Our team helped craft uniforms for the kitchen staff and servers. We also designed purchasable items that could become souvenirs to visitors of the Paséa Hotel.


After the opening of Tanner’s Huntington, we commissioned and art-directed an onsite photo shoot with Marshall Williams and his team. The shoot included food and lifestyle shots that are used for sales efforts at the Paséa Hotel and marketing for the restaurant.


“They’re our agency of choice for creative work in food and beverage because they understand the industry and clients. They are able to take what my vision is and interpret it into a very cohesive brand. People love LESS+MORE’s work. They think it’s brilliant. We can’t keep our hats on the shelves because people love the logo so much.”

NATE TANNER, Vice President of Food and Beverage / Pacific Hospitality Group

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