Pepper’s Landing Branding & Design

Murphy Empire partnered with Pepper’s Landing, a Maine- and New Hampshire-based seafood restaurant chain offering the region’s freshest seafood and pub classics. We developed a completely custom, handmade brand identity system featuring a bespoke logotype, hand-painted lobster mark, and utensil illustrations, all designed to merge old-world Maine coastal heritage with a modern, polished edge. The result is a cohesive visual identity that feels authentic, timeless, and distinctly New England.

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Pepper’s Landing brand identity design by Murphy Empire, Portland Maine
Hand-painted lobster mark and custom logotype for Pepper’s Landing — Murphy Empire Branding & Design
Pepper’s Landing brand identity design by Murphy Empire Branding & Design
Merchandise and social-media visuals for Pepper’s Landing seafood restaurant by Murphy Empire
Seafood menu design and nautical typography for Pepper’s Landing by Murphy Empire
Seafood menu design and nautical typography for Pepper’s Landing by Murphy Empire studio
Seafood menu design, custom illustration, and nautical typography for Pepper’s Landing by Murphy Empire
Seafood menu design, custom illustration for Pepper’s Landing by Murphy Empire Branding & Design
Seafood menu design, custom illustration for Pepper’s Landing by Murphy Empire Branding & Design
Seafood menu design, custom illustration for Pepper’s Landing by Murphy Empire
Pepper’s Landing handmade mark and typographic design by Murphy Empire, Portland Maine
Pepper’s Landing print assets design by Murphy Empire studio
Pepper’s Landing mobile social branding design by Murphy Empire Branding & Design
Pepper’s Landing print assets design by Murphy Empire
Pepper’s Landing print assets design by Murphy Empire Branding & Design
Pepper’s Landing brand identity assets design by Murphy Empire Branding & Design
Pepper’s Landing handmade word mark, and typographic design by Murphy Empire, Portland Maine
Pepper’s Landing handmade logo, mark, and typographic design by Murphy Empire, Portland Maine
Pepper’s Landing brand identity design
Pepper’s Landing brand identity system by Murphy Empire, Portland Maine
Pepper’s Landing brand identity design by Murphy Empire Branding & Design
Pepper’s Landing brand identity design by Murphy Empire, Portland Maine
Restaurant signage and print collateral for Pepper’s Landing — Murphy Empire studio work
Merchandise and social-media visuals for Pepper’s Landing seafood restaurant by Murphy Empire Branding & Design
Merchandise and social-media visuals for Pepper’s Landing seafood restaurant by Murphy Empire studio
Merchandise and social-media visuals for Pepper’s Landing seafood restaurant by Murphy Empire
Custom mark illustrations for Pepper's Landing by Murphy Empire
Custom handmade calligraphic logotype for Pepper’s Landing — Murphy Empire studio
Custom calligraphic logotype for Pepper’s Landing — Murphy Empire Branding & Design
Custom handmade calligraphic logotype for Pepper’s Landing — Murphy Empire Branding & Design
Custom calligraphic logotype for Pepper’s Landing — Murphy Empire Branding & Design
Custom handmade calligraphic logotype for Pepper’s Landing — Murphy Empire Branding & Design
Custom handmade calligraphic logotype for Pepper’s Landing — Murphy Empire Branding & Design
Custom handmade calligraphic logotype for Pepper’s Landing by Murphy Empire
Hand-painted lobster mark Pepper’s Landing — Murphy Empir
Hand-painted lobster mark Pepper’s Landing
Hand-painted lobster mark Pepper’s Landing by Murphy Empire Branding & Design
Hand-painted lobster mark Pepper’s Landing Murphy Empire studio
Hand-painted lobster mark Pepper’s Landing — Murphy Empire Branding & Design

Brand Identity & Creative Direction

Our creative direction focused on the craft and nostalgia of Maine’s maritime culture of lobster shacks, seaside taverns, and nautical craftsmanship, interpreted through a contemporary lens. The visual identity system balances hand-rendered charm with refined design precision. Every element, from typography to mark composition, was built to evoke familiarity while maintaining a premium, approachable presence.

Logo Design & Visual Language

We created a fully custom logotype paired with an illustrated lobster mark and a complementary set of hand-drawn seafood tool symbols. The supporting visual language features hand lettered calligraphy, maritime textures, engraved-style flourishes, and typographic treatments inspired by vintage Maine coast menus. This handmade, heritage-meets-modern approach anchors the restaurant’s brand across all print and digital applications.

Signage, Menu, Print & Digital Design

The identity extends across Pepper’s Landing’s full suite of collateral — from storefront signage and large-format murals to menu systems, merchandise, and branded collateral. We also designed print and web visuals, social-media graphics, and promotional materials, ensuring a cohesive brand experience from dining room to digital presence.

Deliverables

  • Brand Strategy & Visual Identity System

  • Custom Logotype, Hand-Painted Lobster Mark & Tool Illustrations

  • Menu System Design (food, drink & seasonal)

  • Signage, Merchandise & Print Collateral

  • Web & Social Media Branding Assets

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