The Tiki Hut is a seasonal lakeside patio for the local restaurant chain Calhoun’s. This location combines a subtle tiki vibe with a relaxed lake-life atmosphere, creating a fun, social spot for diners.
This project started as a design concept presented to the client, and I later expanded it as a creative exercise, fleshing out the brand, logo, menus, and supporting merch to explore the full potential of the identity.
The Challenge
The challenge was to craft a visual identity that felt bold, laid-back, and welcoming, something that instantly communicates both lake vibes and the Tiki namesake without feeling cliché. The identity needed to work in print and digital, from menus and signage to merch, while giving the brand room to grow.
The Game Plan
1. Creating a logo that captures a playful island/lake spirit with personality and flexibility.
2. Designing menus that feel lively and easy to navigate.
3. Extending the brand into merch and collateral that reflect the overall vibe and atmosphere.
The Brainstorm
The goal was to build off the main restaurant’s color palette, brightening it into something more vibrant and summery. To achieve this, I incorporated relaxed tropical cues and avoided falling into predictable, generic tiki tropes.
The Work
Logo Development: I explored several directions that balanced boldness with approachability, ultimately settling on a mark that feels expressive and adaptable across applications. From there, I expanded the system to include other unique logo treatments, like a lake wave variation, to give the brand extra flexibility and personality.
Menus & Merch: Menu layouts were designed for clarity and visual appeal, with bright accents and icons that make each section pop. Merch designs lean into the brand’s colors and motifs, creating pieces that feel fun yet cohesive with the rest of the identity.
The Afterglow
This final identity struck a great balance between relaxed island feel and stand‑out personality. It gives The Tiki Hut a confident presence that’s ready to invite guests in — whether they’re browsing a menu or picking up a branded tee.
Some of the work featured on this page was developed while I was employed at Asen Marketing, where I contributed to client projects and brand initiatives as a Senior Designer & Developer.
