The owners of Brätworks set out to open a second fast-casual chain, this time serving poké. It’s an entry into a trendy and increasingly saturated space that will most certainly slough-off many losers. Their concept was to add an air of sophistication. I also felt they needed something that was aggressive, and would stand out from the competition. I came up with the name ‘LemonShark’ after learing how, unlike other sharks, the lemon shark is very discerning about its prey. I designed a brand platform that played into sophistication, as well as the aggressive nature of the shark.