Aigéan

Aigéan Restaurant partnered with OakFox for a complete brand overhaul, marketing strategy, and environmental consultancy — timed to coincide with the arrival of a Michelin-starred chef at their Sandymount, Dublin location.

The Problem

Aigéan had the food, the location, and the talent — but the brand didn’t reflect the quality of what was happening in the kitchen. With a Michelin-starred chef joining the team, the existing identity felt dated and disconnected from the refined coastal dining experience they were delivering. The supply chain was also inefficient, eating into margins.

The Brief

Create a contemporary brand identity that reflects Aigéan’s vibrant coastal setting and elevated dining experience. Beyond the visuals, OakFox was asked to consult on supply chain optimisation and sustainability — connecting the restaurant with local producers to reduce costs while improving quality and margins.

The Solution

Brand Identity

The identity draws directly from the Irish coastline — deep navy waters, weathered stone, and the warmth of a candlelit dining room.

Colour Palette

• Oxford Blue — deep, sophisticated navy evoking the Atlantic coast and evening dining
• Blue Gray — coastal calm, used for secondary elements and backgrounds
• Antique White — warmth and refinement, grounding the palette with an approachable softness
• Baker-Miller Pink — a subtle accent adding unexpected warmth, used sparingly for highlights
• Coffee — rich and grounding, connecting the brand to the earthy, artisanal quality of the food

Typography

Primary: Cormorant Infant — a refined serif from the Cormorant family. Chosen for its elegance and readability at display sizes, it brings a sense of occasion without feeling unapproachable. The Infant variant softens the formality, making it feel welcoming.

Secondary: Shadows Into Light — a handwritten style reserved for highlighting the Michelin-starred chef’s personal touch. It creates a deliberate contrast with the structured serif, suggesting the human craft behind each dish.

Menu Design

The menu was redesigned to reflect the new identity — clean layouts with generous whitespace, letting the food speak for itself.

The Food

Sustainability Consultancy

OakFox mapped the entire supply chain and built direct relationships with local suppliers:

• Direct connections with local fishermen and farmers
• Introduction of a local pottery craftswoman for bespoke hand-crafted plates
• Reduced transportation miles and procurement costs
• Kitchen sustainability practices implementation
• Biodegradable packaging recommendations
• Energy-efficient appliance guidance
• Chemical-reduction cleaning protocols

What We Delivered

• Complete brand identity system (logo, colour palette, typography)
• Menu design and print collateral
• Supply chain mapping and optimisation
• Local supplier partnerships
• Environmental and sustainability consultancy
• Ongoing marketing strategy

“We’re very excited about this next step in the Aigéan journey. A huge thank you to Oakfox for the expertise and advice on the branding, and for putting up with our many requests and being patient and informative when explaining his choices to us. We loved it but as perfectionists within our restaurant we wanted to make sure every aspect was thought out and correct for our brand to last well into the future – Oakfox proved that they were as meticulous and passionate about this brand as we are about our food and their research and talent have set up our brand to succeed!”

“The consultancy was so far above and beyond what we expected, not only setting us up to improve our profit margins, but also improve our quality and helping to build the local community spirit. We wouldn’t have even heard of our new local, fresh fish suppliers without Oakfox’s expertise and they’re just a mile down the road! We’ve cut transportation costs and improved quality and freshness across the board. Incredible.”

— Ciarán Byrne, Owner of Aigéan