Bonehead Seafood: The One That Got Away

As a designer, some concepts stick with you long after the project has faded. One of those for me was Bonehead Seafood. During Covid, I had a client with a potential project for a seafood company, and it never made it to the finish line. However, I always loved the name, and every so often I would open my old sketches, and one of them always stood out. The letter "B" and fishhook had a perfect mix of personality and punch—something that made it feel both memorable and a little rebellious.

There was also something about "Bonehead" that gave it an instant identity. It had a microbrew ring to it, like the name of a craft beer you'd find at a laid-back coastal brewery. I could picture the boats dockside, and maybe a rustic restaurant serving fresh seafood. Not your standard, polished, high-end seafood market, but something with grit and "salt" to it.

Not long ago I pulled out that sketch when I had some time, played around with it, and landed here for a logo. It’s simple and bold, and I loved it paired with a font that has some subtle irregularities.

Even though the project never came to life, the idea of Bonehead Seafood still lingers in my mind, and in the coming weeks I’ll do a complete case study and post more depending on how busy I get. But this project served as a reminder that not every great concept makes it out into the world, but that doesn’t mean it wasn’t worth dreaming up. Who knows? Maybe one day, Bonehead Seafood will resurface with all of its saltiness.