30°86° at WaterSound Beach Club

In spring of 2018, St. Joe Club & Resorts club division, known as The Clubs by JOE, engaged The Idea Boutique to help with rebranding its existing cafe and bar adjacent to the pool deck at the WaterSound Beach Club. With the addition of a new eatery coming soon to the property (see Costa Chica branding and design here), it was important to establish separate identities for the beach club’s on-site dining options, which have different menus and personalities.


The main dining room at WaterSound Beach Club, its adjacent patio seating area, and its rooftop bar exude the classic coastal lifestyle that is the soul of the WaterSound community. After research and deliberation, as well as many name ideas, The Idea Boutique proposed calling the restaurant 30°86°. The team at The Clubs by JOE loved it, and our design team quickly got to work on a new logo and branding to reflect this new name and persona.


Inspired by New England maritime life, the architecture at WaterSound evokes the feeling that one has stepped into Martha’s Vineyard or The Hamptons but with a distinct Gulf Coast twist. The name 30°86° plays on the nautical feel by using the latitude and longitude coordinates of the 30-A area where WaterSound Beach Club is located. The restaurant’s fare includes beachside favorites such as fresh local seafood and boat drinks, which serve as the perfect complement to the dunescape backdrop. 30°86° is a refreshing respite from a day on the beach or at the pool. The restaurant and bar decor, menu design, and more go along with the name and inspiration of 30°86° by incorporating maps and other nautical motifs.


The 30°86° logo clearly shows the restaurant’s inspiration with the coordinates and degree marks as the prominent feature. The small arrow inside the first zero gives it the extra look of a compass, another nautical theme. The rounded font is modern and matches the casual yet upscale personality of the dining establishment and WaterSound Beach Club as a whole. Blue hues and a sand-colored accent for the arrow echo the colors of the Gulf of Mexico. Including “WaterSound Beach, Florida” ensures brand recognition and will make logo items such as T-shirts and drinkware great for souvenirs that customers will love to take back home.


September 9, 2019