Project info
Client UC San Diego
Architect HKS
Architect Safdie Rabines
Landscape OJB Landscape Architecture
San Diego, California
UC San Diego Dining Hall
A Unified Campus Dining Experience
A collection of six dining concepts, each with its own identity
At UC San Diego’s Sixth College dining hall, RSM Design was brought on to create five distinct restaurant brands from the ground up—developing everything from naming and logos to brand expression and signage. The goal was to give each venue a unique identity while ensuring a cohesive connection to the dining hall’s modern beach house-inspired architecture. Every brand was designed to be instantly recognizable, with aesthetics that reflect the flavors and atmosphere of its menu.
From the fresh, market-style appeal of Sixth Market to the laid-back ambiance of Rooftop, the island-inspired vibrancy of Maikai, the indulgent allure of Crave, the comforting authenticity of Noodles, and the rustic charm of Wolftown, each space offers a distinct experience. Through strategic branding and immersive storytelling, RSM Design transformed the dining hall into a culinary destination that enhances the student experience.
Sixth Market
The “Sixth Market” name pays homage to the original student store at Sixth College’s first campus. The branding preserves the college’s heritage, featuring a logo that reflects its origins. A prominent mural within the market showcases historical photographs from the initial campus, fostering a sense of continuity and tradition.
The Rooftop
Inspired by the warm glow of kitchen flames and the rich flavors of grilled cuisine, “The Rooftop” offers an outdoor dining venue for students and guests. The brand’s design incorporates elements reminiscent of a traditional grill house, creating an inviting atmosphere that complements the dining experience.
Makai
"Makai" is a Hawaiian-inspired seafood venue whose vibrant, woodblock-influenced branding and tropical color palette create a welcoming, island-style ambiance in the dining hall.
Crave
"Crave" is a health-conscious venue featuring farm-fresh ingredients and sustainable dining, reflected through clean branding and a striking living green wall that reinforces its commitment to fresh, wholesome food.
Noodles
"Noodles" is a noodle-focused venue offering diverse dishes, distinguished by bold neon signage that brings a modern, dynamic energy to the dining hall.
Wolftown
"Wolftown" is a lively fast-casual venue serving campus favorites, brought to life by a vibrant, playful aesthetic and a striking storefront mural by San Diego artist Max Moses.