Shuck Shack is a seasonal sister restaurant to Fresh Catch Poke Co. – located directly on the waterfront and serving all manner of oysters and other shuckable (or shellable) seafoods.
Given its intentionally temporary nature, we knew the identity had to be strong enough to gain immediate recognition and showcase the uniqueness of the endeavor, all in a friendly enough manner that would drive people to check it out before the end of the season.
Our team landed on a concept that incorporated several design elements catered to these goals. With the trailer-forming type doing some heavy lifting, a color palette that calls to mind the tranquility of the ocean and the acidity of the lemons one squeezes with glee on their favorite shellfish dish, and the incorporation of “wheels” as a subtle nod to the nontraditional nature of this restaurant, it all came together beautifully.
Once the identity was complete, it was deployed as branding on the mobile shack itself, emblazoned on playful merchandise, served as a proud anchor for several promotional campaigns, and used to enforce overall brand consistency to the menu.
Mr. Smith was chosen as agency partner responsible for Brand Identity, Menu & Stationery, Collateral Design, and Exterior Branded Elements.