CHESAPEAKE SHUCK & BOIL: POSITIONING AND BRANDING
Chesapeake Shuck & Boil is a new business, with generations-old talent and deep roots in the Chesapeake Bay-area seafood industry, looking to make an impact in the experiential catering market. We created a brand strategy and identity that simultaneously communicated the excitement of a new business and the trust that comes with years of experience.
Working with the owner, we crafted a brand story that incorporated family history and a bit of nostalgia—harkening back to a time when his family spent summers on the shores of the Chesapeake, gathering with friends and neighbors, eating barbeque, cracking blue crabs and shucking oysters, and enjoying cold drinks and warm conversation as day turned to night.
We wanted the brand to feel modern and fresh, but also comfortable and lived in—as though it had existed for decades. We started with an unfussy name—Chesapeake Shuck & Boil—that feels like a local institution and describes exactly what they do and where. From there, we created a logo suite that cleverly incorporates an oyster knife and a boil pot lid into the wordmark. We paired the logo with intricate hand-drawn illustrations of well-known ingredients: oysters, shrimp, and lemon. We assembled a warm color palette that feels coastal, but is muted like a late summer sunset. And we rounded out the brand with immediately recognizable textures of kraft paper and a well-worn wood table.
In the end, it’s a brand that feels like everyone’s favorite seaside restaurant—one that never disappoints and one that you always return to.
Logo Design & Visual Identity
Business Cards
Website
Digital Ads
Brand Swag
Brand Development / Brand Voice Guidelines / Branding & Identity / Logo development / Naming / F&B Branding / Marketing Collateral / Design & Art Direction / Copywriting / Website Design / Display Banner Ads / Merchandise, Giveaways & Swag
