For this project, students were required to choose one local restaurant and create a new brand identity for them. We were to include a logo, coasters, menu and one application. The restaurant I chose is a staple of Savannah and Tybee Island, the Crab Shack. The Crab Shack’s current identity is rather undefined, with several logos and icons representing it in different ways. The Crab Shack is an informal, family restaurant with an approachable personality, but I felt that the lack of a formal design structure affected the usability of certain things, such as the menu, in a negative way. To address this problem, I wanted to create a well designed identity that still portrayed the Crab Shack as a place for family fun and great Savannah seafood.
To achieve this, I kept the idea of a mascot logo, but I updated the sailor crab to be more approachable and friendly. I also built a limited color palette with a nautical theme to use throughout the brand. For the coasters I used illustrations of the different types of crab that they serve at the Shack, with little fun flourishes for added interest. When designing the menu, I wanted to present the information in a clear and visually appealing manner, while still being fun. I went with a slightly vintage inspired design with an interesting die-cut featuring the mascot on the cover. The bright colors, interesting typography, and flourishes keep the menu interesting while allowing the information to remain organized.