Here at Potluck, we love helping to facilitate firsts: Kinmont Restaurant was one of those firsts. This spot boasts the title of the very first sustainable fish and seafood restaurant in the city of Chicago, so we were excited to help transform it into a space just as unique as the concept. We came in from the very start to create branding for the restaurant as well as the space. The word “Kinmont” refers to a salmon fly-fishing lure more formally known as the Kinmont Willie. These lures were used by anglers of 19th century sportsman’s clubs, and these clubs were largely known for their ethical fishing and hunting practices, hence the name choice for the spot. We were able to play into the vintage, authentic, and heritage-rich feel of the story to inspire our branding, such as the glass/window painting and daily specials chalk board.