Case study

Holy Mackerel Resturant Identity

Designer: Jake Butrica
Instructor: Paul Sheriff


Brand identity | Typography | Illustration | Package Design


Holy Mackerel is a seafood resturant identity based on the Cliche saying “Holy Mackerel”. Between the menu, bag, and collateral I used Illustrations with a nautical color pallette accompanied by a slew of fun Christian seafood puns throughout my menu copy.

Menu design

The shape of the menu was inspired by the shape of canned mackerel. 
The menu items are accompanied by Illustrations of Mackerel based off of
real scenes seen throughout Christianity such a the last supper.