Tucked behind a restaurant on Main Street in Santa Monica, Locals Only is a back-patio bar built for the regulars. Just a half block from the Pacific, the branding naturally pulled in subtle ocean references—sun-faded color palettes, laid-back typography, and a breezy tone that matches the salty air.
Scope of Work:
Developed a standalone brand identity including logo, typography, and ocean-inspired color system
Designed signage and environmental visuals to distinguish the bar from the main restaurant
Created menus and print collateral with a relaxed, coastal tone
Focused on simplicity, warmth, and a design voice that felt effortlessly local
Delivered digital and print-ready assets aligned with the beach-adjacent setting
At Locals Only, a “regular” is anyone who walks in—and they’re treated like they’ve been there since day one. The branding was about capturing that feeling: welcoming, familiar, and just a little sun-drenched.
