Crustaceans Lobster & Seafood House
I developed a plan for the development of professional-quality deliverables from research and exploration completed in previous courses. Emphasis was placed on designing for a variety of possible platforms with the goal of developing a unified multi-media campaign. I created various design deliverables for the marketing of Crustaceans Lobster & Seafood House. These deliverables include: stationery package, guerilla marketing proposal, building signage, menu design, carry-out package design, and interface packet (website, tablet and web app). As in the previous course, the deliverables were done in stages and revisions were based off peer and instructor feedback and personal observations.
Crustaceans Lobster & Seafood House Deliverables
Problem: A business named "Crabby's" located on Prince Edward Island, Canada, sold live lobsters, fresh ocean fish fillets and shellfish, including PEI mussels, scallops, and clams was purchased by another company. The old business was located in a weathered building with a large lobster structure as the main branding element. The new owners purchased a property along the boardwalk in the town of Souris and would like to relocated the business to the new seaside location. The owners want a new, but appropriate image, a rebranding of the restaurant.
Solution: Rebrand restaurant and create marketing deliverables. The suggested deliverables include: logo; stationery packet (envelope, letter head, business card), Interface packet (web site, tablet, and mobile app), guerrilla marketing tactic, building signage, menu, and carry-out package design.
Crustaceans Stationery Packet (website, tables and mobile app)
Final Design
Crustaceans Stationery Packet: Letterhead, Business Card, and Envelope
Guerilla Marketing Tactics
Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. The guerilla marketing tactics developed for Crustaceans are: reverse graffiti advertising, food sampling, and billboards.
Reverse Graffiti Advertising. Reverse Graffiti is the process of cleaning specific areas of dirty pavements or walls which creates art or advertising through the contrast of clean and dirty sections. Two of the strongest benefits of Reverse Graffiti are: Highly targeted geographical placement and lack of competing media in the same space thus creating more impressions. Reverse Graffiti Adverts can be placed almost anywhere with a dirty pavement to deliver a branded message or call to action. Using reverse graffiti advertising along various walking bridges and along the boardwalk will enable the message marketing Crustaceans to be seen by people in large numbers.
Reverse Graffiti Advertising: Walking bridges and sections along the boardwalk in Souris are prime locations to execute reverse graffiti advertising around the town of Souris. Reverse graffiti can also be positioned outside of Crustaceans to guide customers to the direction of the restaurant. It can be placed on the boardwalk or in the parking lot.
Food Sampling. Food sampling gets Crustaceans products into the mouths of current and potential customers. For customers, it gives them an opportunity to try something new, risk-free. Food sampling can also be used to develop and get feedback for new menu items and give to customers waiting for tables as a way to thank them for waiting and being patient.
First Submission
Final Submission
Food Sampling: Food samples are presented to current and potential customers.
Billboards. According to thebalance.com, the name billboard is derived from the term “billing
board,” and is a large outdoor advertising space designed to capture the attention of motorists
and pedestrians. Typically placed around high traffic areas (both automotive and foot traffic),
billboards are meant to be simple, striking, and creative. Placing billboards in towns on Prince
Edward Island and throughout Souris is an effective way to spread the word about Crustaceans.
There are 10 strategies to ensure your billboard has the highest chance of being noticed, and more importantly, remembered. These strategies include: 1. Six Words or Less is Ideal.; 2. Get Noticed, But Don’t Be a Huge Distraction.; 3. This is Not the Place for Direct Response.; 4. Be
Smart, But Not Too Clever.; 5. The More Billboards, The Better.; 6. Don’t Say It, Show It.; 7. Avoid Repetition of Any Kind.; 8. Keep It Simple, Stupid.; 9. Be Wary of Logo Size.; and 10. Do The “Arm’s Length” Test.
Building Signage
It was requested that some of the old Crabby’s be retained, the lobster structure. A proposal was requested to determine if the lobster structure from the old Crabby’s will work with the new structure.
Building Signage: Building signage for Crustaceans includes the logo above the entrance and on the side of the building that faces the boardwalk. Signage with the old "Crabby's" lobster with the structure was requested by the client.
Menu Design
Crustaceans Fresh Seafood Take-Out Menu Design
Crustaceans fresh seafood take home menu will be placed at the front of the restaurant near the cash register.
Crustaceans Carry-Out Packaging
First Submission
Carry-out Packaging Design: Cardboard Carry-out Box and Soup Box Paper Carry-out Bag, Paper Soup Cup and Plastic Carry-out
Containers (Various Sizes)
Final Design
Carry-out Packaging Design: An embossed logo was added to the plastic containers to continue brand consistency.
Shipping and Travel Package Designs: Cardboard boxes for shipping and wooden boxes for travel (Fresh seafood carry-out)
Crustaceans Interface Packet (website, tables and mobile app)
Moodboard
Wireframes
Crustaceans Website Design Comps
The design of the website comps began with the homepage. The website will be a continuous scroll, showcasing facts about Crustaceans, the town of Souris, seafood standards, and the option to order fresh seafood online. The homepage will also include a slideshow showcasing various website pages. After instructor and peer feedback, a landing page was added to the website that presents a promotion video about Crustaceans.Videos were placed on pages to replace text, which is something not seen on other seafood restaurant websites.
First Submission
Crustaceans Website Design Comps (Homepage Slideshow)
The following designs illustrate the slides as they will appear on the Crustaceans website.
Final Website Comps
Landing Page
The Crustaceans website landing page will feature a promotional video explaining what makes Crustaceans unique.
Home Page
Crustaceans home page will feature video about the town of Souris to create a connection between the viewer and the town in which Crustaceans is located.
Homepage Slide Show
Our Story Page
Our story page is divided by sections, with each section having it's own video.
Menu Page
The menu page features the Crustaceans menu as a flipbook. This allows customers a view of the menu as it appears at the restaurant. A menu for fresh seafood takeout is also present on the website. Selling fresh seafood that customers can take home and cook is a unique feature of Crustaceans.
Club Crustaceans Page
The Club Crustaceans page features a video explaining benefits of joining. It also feature a registration form.
Share with Us Page
The Share with Us page features videos of customers who've shared their experience of eating at Crustaceans.
Crustaceans Website on Laptop
Crustaceans landing page as it would appear on laptop.
Crustaceans menu page as it would appear on laptop.
Crustaceans Website and App on Tablet (iPad)
Crustaceans website as it would appear on tablet.
Crustaceans app as it would appear on tablet home screen.
Crustaceans Mobile App (on Android)
Crustaceans app in Google Playstore and Crustaceans app home page.
Crustaceans app (Order page and Contact Us page)
Resources:
17Production. (n.d.). Video Increases website Conversions Brand Engagement ROI NYC. Retrieved from http://17production.com/services/video-increases-engagement-website-conversions/
Alamy – Stock Photos, Stock Images & Vectors. (n.d.). Retrieved from http://www.alamy.com/
Food Monster Editorial Team. (2017, August 15). Under the Sea: 15 Tasty Vegan Seafood-Inspired Recipes. Retrieved from http://www.onegreenplanet.org/
Full Sail University Lobster Shack Assets
Stock Photos, Images, Illustrations and Vectors - Royalty-Free - Thinkstock. (n.d.). Retrieved from http://thinkstock.com
