tuna harbor dockside market

Tuna Harbor Dockside Market is San Diego’s prime open-air seafood market. Our team visited the market and connected to the authentic spirit of fisherpersons and its selection of fresh fish that makes a grocery store’s seafood selection look like a fish out of water. We were determined to tell this story and connect more locals and visitors to this once-a-week treasure that celebrates San Diego’s fishing community.

Design

We developed a new logotype and identity with a fishing vessel to represent the hard work of the fisherpersons, a North Star to pay tribute to the navigation abilities of the sailors, and cliffs which represent the San Diego coast. The wordmark uses the typefaces Justus Pro and Raleway. The pattern features illustrations of signature local catches in the style of the newspaper used to wrap fish. Branded applications include stickers and rolls of recyclable paper to wrap the fresh catch and replace plastic bags. A line of custom pin buttons and t-shirts, plus stylish caps and a reusable cooler bag to carry home your dinner were created to show San Diego pride. Dynamic banners further the brand identity and feature local harvesters and chefs with the slogan “From our Boat to Your Table.”