Argosy

Where the Coast Becomes Cuisine

Argosy exists to craft a refined coastal dining experience rooted in quality, intention, and timeless Mediterranean influence, where every detail—from flavor to atmosphere—feels both elevated and welcoming.

Date: 2023

Software: Adobe Illustrator

The Brand

Concept & Symbolism

The Argosy mark draws from classical maritime symbolism, using a trident to represent strength, navigation, and a refined connection to the sea. Its symmetrical form creates a sense of balance and authority, positioning the brand as both grounded and elevated.

Design Intent

The logo mark balances structure and fluidity—combining sharp, upward movement with soft, natural forms—to reflect a dining experience that is both elevated and deeply rooted in coastal tradition.

Versatility & Application

The shell functions as a standalone element, extending the identity across menus, packaging, and secondary touchpoints. This creates a cohesive system where details can scale from minimal embellishments to more prominent brand moments.

Color Palette

The muted blue evokes depth, calm, and the open sea, establishing a tone of quiet sophistication. A seafoam green accent is used through the shell to introduce freshness and versatility, allowing for subtle variation across brand applications.

Typeface

Argosy needed a typeface that could be a standalone representation of the brand that would show up alongside the brand mark while standing alone on print media.

Baga

Baga, the secondary typeface, introduces clarity and restraint. Its clean, modern letterforms provide a strong contrast to the expressive script, making it highly readable for menus and supporting materials. This pairing allows the brand to feel both refined and functional—where the script establishes personality and the secondary type supports a polished, cohesive system across all touchpoints.

Send Flowers

The primary typeface, Send Flowers, brings a sense of elegance and movement through its flowing, script-like forms. Its soft curves echo the organic shape of the shell, creating harmony with the mark, while contrasting the strong, structured form of the trident to keep the identity balanced and visually engaging.

Business Cards

Argosy aims to showcase their fine mediterranean dishes with every touch point. this also includes our employee business cards. Each card features a popular dish that we serve here at Argosy.