Ebb
RESTAURANT BRAND IDENTITY , WORTHING U.K.
Ebb is a new restaurant on Worthing Pier, created by the team behind The Perch. Occupying a former restaurant space, it seats around thirty covers and positions itself as the premium accessible dining destination Worthing has been missing: refined enough to feel special, relaxed enough to visit regularly.
Good Noise were approached to name the restaurant and build its brand identity from the ground up. The scope covered brand positioning, naming, logo creation, brand assets, concept visuals, and brand guidelines with our creative and strategic work then handed over to their in-house team for delivery.
The restaurant needed to occupy a precise point on the spectrum: more considered than a casual seafront café, less formal than the fine dining that had previously occupied the site. It also had to stand entirely on its own and not as a sub-brand of The Perch, but as a distinct identity with its own personality and visual language.
The location was both an asset and a constraint. Worthing Pier is spectacular. Any brand built around it risks leaning too heavily on the obvious Our aim was to draw on the location without being defined by it.
We began with a brand positioning workshop to define the restaurant's DNA before moving on to the naming and visual work. Working closely with Alex and Damian, we mapped the competitive landscape along the south coast.
This defined the brand's DNA and informed every creative decision that followed. The brand essence we arrived at: warm, refined hospitality with heart. Where every detail matters.
Naming came first. We needed a word rooted in the location without reducing it to a postcard. We landed on Ebb — the natural, quiet withdrawal of the tide. It carries the sea without the cliché. It suggests ease, rhythm, and the particular pleasure of time that passes without pressure.
The logo uses a customised typeface with a deliberately rough finish. Each character has been adjusted to create a subtle suggestion of movement, letters that bob gently, as if riding low water. The mark feels handmade and considered rather than polished and remote.
The colour palette was developed in close reference to the interior direction from Pattern Haus, deep teal and warm off-white as primaries, complemented by sage green, blush, and pale blue. Typography was chosen as it was clean, modern, and cheerful.
For the broader visual system, we drew on hand-cut collage and pencil illustration two-colour artwork, scanned and recoloured. The result is tactile and characterful: organic shapes, natural materials, a lightness of touch.
We also created a range of animations to showcase the concept which could be used across digital applications and social media.
