Rockfish Harbor Grill

From Blueprint to Brand Launch

Rockfish Harbor Grill began as a new restaurant concept on Monterey’s Old Fisherman’s Wharf, and eLab Communications was involved from the early development stages through opening.

The work began before the restaurant had an established public identity, allowing eLab to help shape the brand from the ground up across logo design, visual identity, signage, menus, digital presence and launch communications.

• Ground-up restaurant launch
• Logo and visual identity
• Brand direction
• Exterior signage
• Menu design
• Launch collateral
• Opening communications

Website + Smart Menu Experience

eLab designed and developed the restaurant’s website as a responsive digital experience for guests discovering Rockfish through Monterey Wharf, local search and mobile devices.

The restaurant also used eLab’s Smart Menu technology to give guests a mobile-friendly way to view current menu information while allowing restaurant content to be updated more efficiently.

• Website design and development
• Responsive mobile experience
• Restaurant content architecture
• Smart Menu platform
• Digital menu presentation
• Menu updates
• Guest-focused mobile usability

Food, Lifestyle + Social Content

The launch and ongoing restaurant presence were supported by original photography, video and social media content created by eLab Communications.

eLab produced food and lifestyle photography, promotional video and branded social content designed to communicate the restaurant’s waterfront setting, menu and guest experience across web, social and advertising channels.

• Food photography
• Lifestyle photography
• Video production
• Social media management
• Social media marketing
• Advertising creative
• Cross-channel content

Launch Marketing + Local Visibility

Rockfish Harbor Grill’s opening was supported by a coordinated local marketing program designed to build awareness among Monterey Peninsula residents and visitors.

eLab managed launch marketing, local SEO, search visibility, Yelp profile management, print and digital media buying and grand-opening promotion while maintaining consistent branding across the restaurant’s customer touchpoints.

• Grand-opening marketing
• Local SEO
• Google visibility
• Yelp management
• Print media buying
• Digital media buying
• Restaurant advertising
• Local and visitor audience targeting