Point Seven, located in the iconic MetLife building in New York City, is a new seafood restaurant from renowned chef Franklin Becker and restaurateur Stephen Loffredo. As part of Primer Grey, I led the efforts to develop a brand identity and various collateral for the upscale restaurant with a dedicated to-go component. The primary logo (meant to mimic the flowing waves of the ocean) was designed to be an extension of the already-established interior and architectural design, which heavily featured ocean and beach textures. The secondary mark (.7) creates an abstract fish head to represent the main cuisine. The brand is elevated with a sophisticated color palette that was also inspired by oceanic elements. To create a truly upscale experience, a custom menu board and dessert packaging was designed and fabricated.