Ostra
Six seafood rooms on one coast needed to feel related, not identical.
Sector
Hospitality
Year
2025
Scope
Identity, menus, signage, wayfinding
Duration
16 weeks
Result
6 rooms
rebranded without closing a night
Ostra grew from one oyster bar to six rooms along the coast. Regulars loved each one for different reasons and nobody wanted a chain.
The brief
Create a family resemblance that guests notice slowly. Roll it out room by room, with no closures.
The system
A shell mark drawn with a different number of ribs for each room, one for every year since it opened. The menu typeface stays constant and each room picks its own colour from the local stone.
What changed
All six rooms changed over during service hours across a single winter, and average spend per head rose by 11% in the two rooms we measured.
