Dory Fishing Fleet

The Dory Fishing Fleet was established in 1891. Soon after their founding, they built a marketplace right on the sand in Newport Beach, CA. Every week they sell fresh seafood out of wooden boats. The fleet prides itself on maintaining sustainable fishing practices. They have been selling their catches for so long and have been such a large part of the community that it has become a permanent local historic landmark. This small business needed an identity refresh to keep its historic professionalism, while at the same time becoming more current to appeal to future generations.