Atlantic is a neighborhood eatery in Savannah, Georgia focused on providing an authentic,  high-quality culinary experience in a warm and inviting atmosphere. The restaurant was concepted by a skilled and driven team with sommelier, restaurant management, interior design, and event coordinating experience around a grand vision of the art of dining and the optimized dining experience.

Quiet confidence, as opposed to industry trendiness, was the way to go. Emphasis was placed on the logotype system to convey refinement with approachability, informed photography to entice the senses, and communications pieces to elevate core values and service mentorship.

Atlantic Collateral 12

With a nonconformist menu and unique service philosophy, Atlantic needed a brand that conveyed authenticity, heart, and overall quality of experience.

Focus Lab designed for Atlantic a comprehensive brand experience that is clean, smart, approachable, and authentic. Storytelling centers around the history of the space and the deep-seated values/philosophy of the purveyors. The brand is something that patrons connect with; beyond being just a restaurant it comes to life as a lifestyle brand. Iconography, photography, and other brand elements add personality, texture, and a human feel.

Layer 1@2X
Atlantic Logotype Process New
Drink Script

Atlantic’s unconventional approach to dining demanded an equally unconventional approach to branding. A dual logotype approach emerged from the concept of Pairings, pairing wine with food, dining with service, and a physical restaurant space with a sensory experience. Both the script and the sans serif type were influenced by the history of the building: as an Atlantic fueling/service station, a tie-in that would also influence color, environmental design, and elements of collateral. The script logotype harkens back to gas station road maps. Specifically, Atlantic Refinery maps. The condensed sans serif logotype is influenced by gas station signage of the 30’s.

Bar New
Atlantic Collateral 4

A dual logotype approach emerged from the concept of Pairings, pairing wine with food, dining with service, and a physical restaurant space with a sensory experience.


Together, the dual logotypes are a beautiful marriage of styles, and both were custom for Atlantic. We built out a full uppercase alphabet with numerals around the condensed sans serif type. It contains characteristics of the large hand painted price signs that hung near the roads.

Atlantic Typefacemain 01
Atlantic Typetest@2X
Atlantic Datestamp@2X
Atlantic Alphabet@2X

Restaurant environments maximize the potential for brand expression. Accordingly, Focus Lab worked closely with Atlantic to design patron touch points that carried forth the historic brand storytelling and a cohesive visual identity. Collateral included an editable food and beverage menu template, wine list, business cards, beverage napkins and coasters, and matchbooks.

Atlantic Collateral 11
Atlantic Plating

Jason just cried.

Jennifer Restivo, co-owner

The significance of the owner’s service and dining philosophy comes alive in the Atlantic communications. Focus Lab designed a lexicon for the restaurant that identifies the establishment ethos, mission statement, company standards, and key terminology for servers and staff. It ensures the proper internalization of the heart and intention behind the brand, as well as accurate expression of the brand in verbal communication touch points.

Atlantic Collateral 3@2X

At the launch of the project, an interior designer was a key player in the brand collaboration. Through that relationship, Focus Lab was able to influence decisions on interior design choices, furniture selection, tiling, signage and ephemera, and tableware. The result is a cohesive expression of the brand in the physical space.

Unspecified 7
Group 8
Atlantic Progress Color New
Atlantic Progress Oct 27 New
Atlantic Site 18 New