This was a fun project to work on. I have never been to PEI but I hope to go Someday.
The video presentation for The Catch branding. I had the most fun creating the historical section animation.
The icon for The Catch. The idea behind this character is to create a successful happy fisherman that embodies prosperity and good times.
Crabby's, pictured in the upper left, was bought and moved to become "The Lobster Shack." The branding assignment involved creating a new and evolved identity for the restaurant that could translate into a successful culinary brand including food products for sale in grocery stores.
The final mood board. This process is extremely helpful in understanding the brand for the purpose of developing graphics. The truly amazing images were taken by Rob Hyndman, retrieved from https://www.flickr.com/photos/rhh
The color logo for The Catch uses an icon logotype configuration. that is highly flexible and works
on multiple media platforms.
on multiple media platforms.
The horizontal version of the color logo.
The black and white version of the vertical logo. It was tricky making sure certain areas were not transparent, especially in the type. The blue background represents the alpha channel.
The vertical logo for dark backgrounds. This was not a simple task of reversing out the positive version. The type had to be carefully built.
My version of the Acadian flag. I used my brand colors.
The brand colors with the final icon. The colors represent the ocean, lobsters, and the Acadian flag.
An earlier version of the mood board. The ideas coalesced as I developed these boards.
An early mood board that was rejected. Some of the colors came from the remarkable photography by Rob Hyndman.
The Original "shack" was rebranded with new, more impactful signage using the logo elements and the lobster sign from the original Crabby's location.
A new menu was created using a pattern border inspired by French Provincial china patterns.
Perhaps the restaurant could expand into urban locations throughout the Northeast. Potential signage for and urban location is shown here.
A take-out bag, chalkboard A-frame, and live lobster delivery crate.
The brand touch points included a traditional identity package.
The brand could expand into food products available in grocery stores. Photo from Rob Hyndman retrieved from https://www.flickr.com/photos/rhh
The lifestyle image would ideally have celebration and lobster. The "Feeling" from The Catch is fellowship and celebration.
A typical directional billboard. I call this the "Cracker Barrel" strategy.
The website uses the brand standards to create pages that provide the information in a branded way. Each page tells a piece of the story. Photo by Rob Hyndman retrieved from https://www.flickr.com/photos/rhh/
The menu was translated to the website using some of the same graphic elements from the print version. Photos by Rob Hyndman retrieved from https://www.flickr.com/photos/rhh/
Web sites offer a greater opportunity to tell the story. The back story on the Jolly Fisherman is explained in detail.
Selling live lobsters online offers a chance to spread the word and dimensionalize the brand.
The location of the original restaurant is a key component in the brand identity.
The website was translated into mobile. Customers can order lobsters right from their phone.
The research conducted on this project revealed a weakness in the outdoor executions. This version uses a lifestyle image to convey the celebratory nature of the brand.
Ideally the outdoor would combine lifestyle with product shots. Someday I will do a photoshoot with just the right image.
