This example of lobster shack branding hails from Armenia and is designed to communicate the essence of the fresh seafood dishes. Designed by a team at Backbone Branding led by Matt Bartelsian, the range of marketing material and in-store decor items are colored with faded red and blue illustrations of the seafood offered on the menu.
The lively and colorful wild seafood illustrations make the restaurant branding seem like something out of Boston and plays up this imagery by presenting a brand narrative for consumers to resonate with. In this case, the story goes that a fisherman who can only afford to serve his dishes in a tiny, unpolished shack, using only his fishing and cooking tools to create the brand experience and restaurant "shack" itself.
Lobster Shack Restaurant Branding
The Shack is a Rustic Wild Seafood Eatery in Yerevan
Trend Themes
1. Seafood Restaurant Branding - Opportunity for designing sustainable seafood restaurants that speak to the story behind fresh catches
2. Rustic Branding Design - Disruptive innovation opportunity to develop similarly compelling brand narratives for other types of rustic-themed eateries
3. Menu Illustrations - Trend of presenting seafood dishes with creative and colorful illustration designs that speak to the origin of the ingredients
Industry Implications
1. Restaurant and Hospitality - Industry-wide opportunity to invest in branding and marketing strategies that tell authentic stories and connect with customers on an emotional level
2. Food and Beverage - Potential for designing branded packaging, menus, and other materials to reflect the quality and origin of ingredients
3. Design and Advertising - Opportunity for creative agencies to work with restaurants and hospitality brands to develop unique visual identities that resonate with consumers