Legal Seafoods

Project Overview

With a legacy dating back to 1950, Legal Sea Foods is a cherished New England institution renowned for its seafood quality and freshness. Originating from the Berkowitz family's Cambridge fish market and its adjacent grocery store, the “Legal” name evolved into a standard of excellence. Now part of PPX Hospitality, the brand continues to serve a broad audience with locations ranging from fine dining to casual coastal eateries.

Design Approach

Our goal was to implement a cohesive, elevated visual identity across Legal Sea Foods’ multi-format locations without compromising the brand’s deep heritage. We designed a robust menu system for use across dining experiences—from the Harborside Roof Deck and Lounge to test kitchens and high-traffic lunch venues. Typography choices balanced legacy and modernity, while a palette of deep ocean blues, crisp whites, and warm golds brought clarity and maritime character to the suite. Accent elements like waves, icons, and badge motifs reinforced brand storytelling and enhanced navigability.

Outcome

The resulting menu suite communicates freshness, polish, and brand consistency across every touchpoint. Clear visual hierarchies, flexible layouts, and design adaptability support seasonal updates and operational needs while maintaining a unified aesthetic. Guests experience the same “Legal” commitment to quality and clarity, whether they’re ordering sashimi on the roof deck or grabbing clam chowder during lunch.