LemonShark is an entry into the trendy and increasingly saturated poké restaurant category. The client’s differentiating concept was to add an element of sophistication and higher-quality, raising their poké restaurants closer to the experience of a sit-down sushi bar and farther from the glut of fast-casual poké restaurants. The branding needed to exemplify this differentiation. I came up with the name ‘LemonShark’ after learning how, unlike most species of sharks that feed on almost anything, the lemon shark is very discerning about its prey, and will only hunt for the best fish it can find. In the end, the client went in a different direction with the look and feel, but the overall brand messaging and concept is intrinsic to every part of the business.