Breaking Chains

I reached for the stars with this project and I am proud to have worked with such an incredible authentic Jamaican restaurant. In an industry where new businesses fail within the first year, Island Spice has thrived for more than 6 years with this high-end branding project.

Before Island Spice opened, the owner and I discussed his vision to create a luxury sit-down experience, not just the typical “to-go” style Jamaican restaurant that you’d find in cities like New York. He was aiming high.

When they commissioned me to design the logo, I aimed for the chains and wanted to break them. Can a mom-and-pop restaurant compete with Fortune 500-tier companies like Chili’s, Friday’s, and Nando? Can we combine the charm of a mom-and-pop joint with the presentation of a professionally-branded chain?

Yes, you can. Welcome to Island Spice.