Abalone Restuarant
Hospitality Design
Project Brief
Abalone is a self-directed concept for a contemporary Chinese seafood restaurant located in the historic Barbican area of Plymouth. Inspired by the iridescent abalone shell, the design centres around a sculptural bar shape and finished to reflect its organic form. The project explores a modern interpretation of Chinese culture by moving away from traditional colour schemes, instead using rich ocean-inspired hues like purples, teals and deep greens to retain cultural symbolism in a fresh way. I developed the full brand identity, including the name, logo, and marketing material. The interior aims to reflect the elegance and opulence associated with Chinese cuisine while introducing a new, immersive dining experience to the area. From layout and lighting to bespoke material selection, this project showcases my ability to craft both spatial and brand narratives with a cohesive design vision.
Scope of Work - Concept Creation, Branding, AutoCAD, InDesign, Photoshop, Procreate
The Site
Abalone is situated in 20, The Barbican which is perfectly positioned between the bustling city centre and the sea amongst a strong maritime heritage and 200 listed buildings. The premises is a former fish market and sits adjacent to the quay edge.
The Users & Client
The intended users of the space are adults in their mid-20s to 30s with disposable income, seeking a memorable dining experience where they can socialise with friends and enjoy themselves. The client, Sutton Harbour Group, envisions Abalone as part of the vibrant regeneration of Sutton Harbour — an ambitious transformation positioning the area as Plymouth’s new food and drink destination.
The design also draws on the vibrant energy of The Barbican, aiming to extend the dining experience into a lively, late-night destination. Rather than encouraging guests to move on after their meal, the space invites them to stay, transitioning seamlessly from dinner to drinks and atmosphere-driven socialising.
This concept of an "after-dark transformation" informed the spatial layout and sensory experience — guiding guests on a journey through the restaurant that evokes the feeling of escape and exclusivity.
The Concept
The concept of the restaurant showcases a captivating, luxurious scheme inspired by Abalone shells. The rich colour scheme creates a oceanic atmosphere whilst the darkness of the space adds depth and sophistication to create an enchanting dining experience.
Branding is a crucial element in establishing a strong identity for any business — it shapes how people perceive the brand, supports marketing and advertising efforts, and creates a lasting impression. For Abalone, I developed a visual identity that aligns closely with the interior concept, using a rich plum purple as a signature colour to evoke depth, luxury, and sophistication.
Project Branding
Visual Identity
Beyond the logo, I considered how branding could extend into every customer touchpoint — from signage and menus to staff uniforms and social media presence. The aim is to create a cohesive and immersive experience that builds recognition and emotional connection.
My branding strategy focuses on generating buzz around Abalone through curated social media content that reflects the vibrant, after-dark energy of the venue and appeals to the target demographic. This holistic approach ensures the brand not only stands out but also lives and evolves across both digital and physical spaces.
While this is a hypothetical project, careful consideration was given to how the space itself could act as a branding tool — encouraging word-of-mouth, photo-sharing, and creating a lasting impression through design.
Brand Board & Strategy
Purpose
To deliver a dining experience that celebrates the rich culinary traditions of China while offering a unique twist on classic dishes through an emphasis on seafood.
Vision
To become the go-to dining destination for young adults in Plymouth seeking a unique and luxurious culinary experience.
Mission
To provide exceptional food, service, and ambience that exceed guest expectations and create lasting memories.
Strategic Objectives
A) Establish a strong, cohesive brand identity through targeted marketing and advertising campaigns that showcase the restaurant’s unique offerings.
B) Build a strong online presence through social media to reach a wider audience and promote the business.
C) Incorporate Chinese cultural elements into the restaurant’s design while maintaining a contemporary aesthetic.
D) Ensure that the restaurant’s design and branding are cohesive, with colours and branding elements consistently applied throughout the space.
