Sculley's Seafood Shack

Brand Identity


Campaign Design

Sculley's is a seafood restaurant in John’s Pass Village, Madeira Beach, Florida, known for its fresh seafood and waterfront views. The restaurant’s previous logo was outdated and overly complex, hindering the brand’s clarity and appeal. Sculley’s needed a refreshed logo and a stronger brand identity to better connect with both locals and tourists.

*Due to the damage caused by Hurricane Helene, this project has been temporarily paused.

Behind the Scenes

SantElia Script was chosen for the brand logo because it combines a playful, coastal feel with strong legibility. The rope-like effect subtly reflects the nautical theme of Sculley’s while maintaining clarity, ensuring the logo is both eye-catching and easy to read. This balance of personality and practicality makes it an ideal fit for the restaurant’s brand identity.

Hamburg Hand Bold was chosen for its bold, simple style with a roughened effect that complements the relaxed vibe of Sculley’s. The font adds a rustic touch, enhancing the brand’s identity while remaining legible and grounded.