LIVELY COCKTAILS, COASTAL COOKING
CLIENT: GINGERLINE
SCOPE OF WORK
BRAND STRATEGY & NAMING
VISUAL IDENTITY DEVELOPMENT
MENU, SIGNAGE & MERCHANDISE
SOCIAL MEDIA DESIGN
PHOTOGRAPHY ART DIRECTION
Opened in 2022, Gingerline is a tropical retreat in Charleston's vibrant culinary scene, serving citrus-inspired cocktails and coastal cuisine. Named for the orange hue of ripe kumquats, the restaurant offered a playful, feminine contrast to the city's fine-dining tradition. Blending Latin, South American, and Southern influences, it quickly became known for its bright flavors and breezy charm.
2022 Eater Hottest New Restaurants in Charleston
LEGACY WORK DURING TENURE AT CHARLESTOWNE HOTELS
BREAKING DOWN THE BRAND
THE VISION
To embody the joy of a tropical getaway in both brand and experience. From the name to the menu, the goal was to create an identity that reimagined Southern tradition with a Latin twist—inviting, playful, and full of life. Every design element was meant to feel as fresh and uplifting as the cocktails themselves, blending the buzz of Market Street with the ease of an endless summer.
COLOR & TYPOGRAPHY
The visual voice of the brand was grounded in a pairing of Karla and Arima Madurai, two typefaces that balance structure and spontaneity. Karla, a clean and contemporary sans-serif, provides a crisp foundation that keeps the playful elements anchored and legible. Arima Madurai, with its soft curves and lively rhythm, echoing the energy of Latin music and the flow of a bustling bar scene. Colors drawn from key ingredients—lemon, sea foam, and plum—take center stage, reflecting the restaurant’s sun-drenched inspiration and interior palette.
VISUAL IDENTITY
A flowing handwritten script defines the Gingerline logo, conveying the relaxed spirit of coastal living. Its supporting icon system—featuring multicolor illustrations of fish, palms, and citrus—became a cornerstone of the brand, animated across digital and print applications. A yellow highlight motif energizes layouts and emphasizes messaging, while ingredient-focused photography and playful menu details reinforce the brand's vibrant personality. The resounding theme echoes the freshness of the food, and most of all...its fun.
