• Identity for seafood grill restaurant in the heart of Essex


Felix is a new restaurant in Billericay, Essex, run by Director and head chef Stephen Li.

Felix is predominantly a seafood restaurant taking influence from Asia and beyond. Stephen gave us a lot of freedom with the brand direction, however it was vital that we kept it relevant, clear and simple.

Applications included shop front and environmental signage, business stationery and a full menu suite complimented with embossed, leather bill holders.


The roundel logo was inspired by an artists signature mark left on Japanese woodblock prints. We combined this with clean, simple lines and contours that represented the waves of the sea.

The ‘waves’ that were combined with a gold foil detail, were applied to the reverse of the stationery and the single page menus. The design across all of the applications was minimal and the high quality finish matches the excellence of the food on offer.

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