Smack Lobster Roll is a London seafood shop that is elevated by a dynamic visual identity created by agency & Smith. The illustration-heavy range used red, white and blue to create images of a maritime community inspired by Canada's Nova Scotia. Notably, Nova Scotia is where Smack sources all of its lobsters.
Given that Smack Lobster Roll is primarily a takeaway concept, the range is largely centered on a vibrant selection of to-go packaging that is likely to have people asking you where you picked up lunch. Included in the range created by & Smith is a new logo, website, packaging and point of sale items such as business cards.
The Smack Lobster Roll interior is equally as eye-catching, with marquee lights in the window spelling out "lobster love."