Vela Seaport

Branding a star-studded dining destination in Boston’s Seaport.

Vela is the Seaport’s newest independent restaurant—an elegant, eclectic, and globally inspired dining experience designed to stand on its own, far beyond the walls of the hotel it resides in. With an ambitious culinary vision and a diverse audience of residents, professionals, food lovers, and travelers, the brand needed to signal discovery, sophistication, and a world of flavors worth returning to again and again.

Client
Yotel Hotels
Industry
Food & Beverage / Hospitality
Scope of Work
Brand Strategy, Naming Exploration, Identity Design, Messaging, Visual System, Print Collateral, Environmental Graphics

Vela Seaport restaurant interior with yellow sofa

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 Challenge

The challenge was to create a brand identity strong enough to position Vela as a destination restaurant—not a hotel amenity.

The dining concept offered globally inspired cuisine with no single ethnic focus, a bar program ranging from rare single-malt Scotches to inventive cocktails, and a promise of surprise through both new creations and classics done exceptionally well.

The brand needed to appeal to an eclectic audience: local Seaport residents seeking a reliable neighborhood spot, professionals gathering after work, Boston foodies in search of something new, and hotel guests exploring the city. The identity had to express elegance, exploration, and an unexpected twist—without feeling themed or literal.

The Solution

We turned to the night sky for inspiration. Named for the constellation Vela—Latin for “the sails” of Jason’s mythological ship—the brand draws on the idea of celestial navigation, adventure, and the pleasure of discovering new stories.

This narrative allowed Vela to feel worldly without being tied to any one culture, and elevated without ever feeling formal.

The logo pairs clean, modern typography with a shimmering palette of teal, gold, and sea-inspired neutrals. Custom star patterns reference constellations in a subtle, sophisticated way, creating a sense of movement and wonder throughout menus, coasters, check presenters, and environmental touchpoints. Photography featuring bold, atmospheric food moments supports the feeling of culinary exploration.

The messaging—including the signature line Eat. Drink. Explore.—invites guests into an experience that is elegant yet easy, familiar yet full of surprises. Whether savoring whiskies at the bar, discovering a brilliantly prepared special, or celebrating with friends, Vela’s tone is warm, enticing, and excited by the world of flavors it brings to the table.

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 cocktail photography for restaurant branding

vela seaport cocktail against a dark background

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

Vela Seaport restaurant signage and environmental graphics

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

The Results

The Vela brand launched with a magnetic identity that immediately distinguished the restaurant from its hotel surroundings.

ts constellation-inspired visual system attracted both locals and travelers, while the elevated yet accessible messaging helped establish Vela as a go-to Seaport dining destination. The brand’s elegance, intrigue, and culinary storytelling gave the new restaurant a strong presence in a highly competitive market—and helped lay the foundation for a loyal following from day one.

EXPLORE MORE OF OUR WORK

next Turner Hill

previous Larkwood