Vela Seaport

A celestial, story-rich identity for a global-inspired restaurant on the Boston waterfront

Vela is a new restaurant at Boston’s Seaport, inspired by global flavors and the spirit of exploration. We developed the brand identity and visual system, drawing on celestial navigation and the mythic voyages that once guided travelers across open water. The result is a refined, story-driven brand that feels elegant, timeless, and anchored in a sense of discovery.

Client
Yotel Hotels
Industry
Food & Beverage / Hospitality
Services
Brand strategy, naming exploration support, brand identity, visual system

vela seaport featured image

vela seaport menu close up vertical

THE CHALLENGE

YOTEL needed a brand for its new restaurant that felt elevated yet approachable—something that could honor the Seaport’s maritime history without relying on expected nautical tropes. The identity had to capture the idea of a journey: across cultures, cuisines, and experiences, while remaining modern and suitable for a hospitality environment.

THE SOLUTION

The VELA name centers the concept: the constellation on Jason’s legendary ship, and a symbol of navigation and exploration.We designed a logotype built from elegant serif typography punctuated by custom starburst glyphs—small flashes of starlight that echo celestial charts.

The visual system blends constellation diagrams with intricate, hand-drawn line art, creating a graphic language that feels both mythic and contemporary. Star motifs weave through menus, coasters, and printed collateral, while the restrained palette and refined type provide balance and sophistication.

The result is a brand that guides, inspires, and illuminates—much like the constellations that informed its creation.

The name was inspired by the celestial sails of Jason’s legendary voyage. Vela embodies adventure, discovery, and elegance. Anchored in Boston’s Seaport, it invites you on a journey through the world’s most captivating cultures and cuisines—an experience as limitless as the sea and as timeless as the stars.

The VELA Seaport logo draws on celestial navigation and mythic journeys. Named for the constellation on Jason’s legendary ship, VELA suggests a voyage—through cultures, cuisines, and experience.

Elegant serif typography is punctuated by starburst glyphs, evoking starlight on open water. The result is timeless and aspirational: a brand designed to guide, inspire, and illuminate.

The brand identity blends celestial symbols and constellations with intricate hand-drawn line art. Star motifs across the materials create a playful yet elegant, cohesive aesthetic.

vela seaport restaurant salmon being tossed in air with olive oil

vela seaport cocktail against a dark background

Vela stationery package designed by our design agency in Boston, showcasing elegant branding elements that reflect the restaurant’s celestial and sophisticated identity.

Vela exterior signage designed by our design agency in Boston, showcasing elegant branding elements that reflect the restaurant’s celestial and sophisticated identity.

The brand identity blends celestial symbols and constellations with intricate hand-drawn line art. Star motifs across the materials create a playful yet elegant, cohesive aesthetic.

vela seaport iphone and ipad with business card

Result

The VELA identity delivers a distinctive presence in the Seaport dining scene. The celestial theme provides depth and story, the star motifs unify the system, and the refined typography elevates the restaurant’s positioning. The brand extends seamlessly across print, digital, and environmental applications, creating a dining experience grounded in wonder and exploration.

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