Flex Mussels Branding

Flex Mussels is a Manhattan restaurant staple serving globally inspired seafood from coast to coast. Flex’s speciality: the freshest, plumpest mussels from Prince Edward Island, cooked in a variety of 23 extraordinary sauces.

The restaurant is a family establishment with origins in PEI, Canada—a picturesque fishing island notable for its vibrant colors, marine inspired architecture, and diverse landscape. The concept for Flex’s new brand identity is inspired by all things PEI. The Flex team wanted to capture the roots of the restaurant, which started as a storefront on PEI before making its way to Manhattan as the family’s 23rd restaurant ten plus years ago.

A cheeky quality is carried through the brand, from the illustrations to logos, colors, and taglines. Collateral features whimsical illustrations of characters you’d see fishing and frolocking on PEI beaches, as well as island architecture and natural gems. Geometric compositions inspired by nautical flags and colors found on PEI are interspersed throughout the system. Flex menus are full of surprises, intended to bring a sense of discovery and delight to each guest as they flip through. The structure of the menu was thoughtfully considered to maximize ease of use for the restaurant, sustainability, and the guest experience.