With a focus on Mediterranean cuisine, Alici’s coastal Italian menu features a wide range of oysters, seafood, and house-made pastas. Named after one of the Amalfi Coast’s famous exports, the anchovy, Box 8 drew inspiration from the undeniable silliness of the anchovy’s large eyes and ridiculous smirk. Coupled with the thoughtful, hand-crafted nature of the cuisine, this gave way to an identity system full of bright, coastal colors and charming, hand-drawn illustrations. We gave Alici a confidently bold, and sometimes brash, voice equipped to drown you in seafood puns in order to create a unique personality for the brand. Through it’s energetic visual language and unapologetic messaging, Alici is able to make waves in an otherwise stuffy sea of oyster bars.