The Fulton Strategy
Unbounded Passion for the Ocean
As a young man, Jean George was brought to the Fulton Street Fish Market by his father as a way to ignite his passion for cooking. Now as a culinary master and Michilen starred chef, Jean Georges has decided to pay homage to the place that paved his way to culinary mastery by opening his very first seafood restaurant where the market once stood.
Mermaid with a Paintbrush
The Fulton offers Seafood as it should be: wild, resplendent, and reverent. With additional ingredients added only as supporting flavors, each course emphasizes the uniqueness of the seafood itself. The physical space offers a whimsical outlook on sea life and, when paired with the menu, patrons experience seafood in an altogether new way.
Starting with only the logo which was designed by Mucca, renders of the to-be-completed space, and the brand strategy, I created the rest of The Fulton’s visual world. This included color palettes, textural assets and visual tone.