Crustaceans Lobster & Seafood House
I developed a plan for the development of professional-quality deliverables from research and exploration completed in previous courses. Emphasis was placed on designing for a variety of possible platforms with the goal of developing a unified multi-media campaign. I created various design deliverables for the marketing of Crustaceans Lobster & Seafood House. These deliverables include: stationery package, guerilla marketing proposal, building signage, menu design, carry-out package design, and interface packet (website, tablet and web app). As in the previous course, the deliverables were done in stages and revisions were based off peer and instructor feedback and personal observations.
Crustaceans Lobster & Seafood House Deliverables
Problem: A business named "Crabby's" located on Prince Edward Island, Canada, sold live lobsters, fresh ocean fish fillets and shellfish, including PEI mussels, scallops, and clams was purchased by another company. The old business was located in a weathered building with a large lobster structure as the main branding element. The new owners purchased a property along the boardwalk in the town of Souris and would like to relocated the business to the new seaside location. The owners want a new, but appropriate image, a rebranding of the restaurant.
Solution: Rebrand restaurant and create marketing deliverables. The suggested deliverables include: logo; stationery packet (envelope, letter head, business card), Interface packet (web site, tablet, and mobile app), guerrilla marketing tactic, building signage, menu, and carry-out package design.
Crustaceans Stationery Packet (website, tables and mobile app)
Final Design
Guerilla Marketing Tactics
Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. The guerilla marketing tactics developed for Crustaceans are: reverse graffiti advertising, food sampling, and billboards.
Reverse Graffiti Advertising. Reverse Graffiti is the process of cleaning specific areas of dirty pavements or walls which creates art or advertising through the contrast of clean and dirty sections. Two of the strongest benefits of Reverse Graffiti are: Highly targeted geographical placement and lack of competing media in the same space thus creating more impressions. Reverse Graffiti Adverts can be placed almost anywhere with a dirty pavement to deliver a branded message or call to action. Using reverse graffiti advertising along various walking bridges and along the boardwalk will enable the message marketing Crustaceans to be seen by people in large numbers.
Food Sampling. Food sampling gets Crustaceans products into the mouths of current and potential customers. For customers, it gives them an opportunity to try something new, risk-free. Food sampling can also be used to develop and get feedback for new menu items and give to customers waiting for tables as a way to thank them for waiting and being patient.
First Submission
Final Submission
Billboards. According to thebalance.com, the name billboard is derived from the term “billing
board,” and is a large outdoor advertising space designed to capture the attention of motorists
and pedestrians. Typically placed around high traffic areas (both automotive and foot traffic),
billboards are meant to be simple, striking, and creative. Placing billboards in towns on Prince
Edward Island and throughout Souris is an effective way to spread the word about Crustaceans.
Building Signage
It was requested that some of the old Crabby’s be retained, the lobster structure. A proposal was requested to determine if the lobster structure from the old Crabby’s will work with the new structure.
Menu Design
Crustaceans Fresh Seafood Take-Out Menu Design
Crustaceans Carry-Out Packaging
First Submission
Final Design
Crustaceans Interface Packet (website, tables and mobile app)
Moodboard
Wireframes
Crustaceans Website Design Comps
The design of the website comps began with the homepage. The website will be a continuous scroll, showcasing facts about Crustaceans, the town of Souris, seafood standards, and the option to order fresh seafood online. The homepage will also include a slideshow showcasing various website pages. After instructor and peer feedback, a landing page was added to the website that presents a promotion video about Crustaceans.Videos were placed on pages to replace text, which is something not seen on other seafood restaurant websites.
First Submission
Crustaceans Website Design Comps (Homepage Slideshow)
The following designs illustrate the slides as they will appear on the Crustaceans website.
Final Website Comps
Landing Page
Home Page
Homepage Slide Show
Our Story Page
Menu Page
Club Crustaceans Page
Share with Us Page
Crustaceans Website on Laptop
Crustaceans Website and App on Tablet (iPad)
Crustaceans Mobile App (on Android)
Resources:
17Production. (n.d.). Video Increases website Conversions Brand Engagement ROI NYC. Retrieved from http://17production.com/services/video-increases-engagement-website-conversions/
Alamy – Stock Photos, Stock Images & Vectors. (n.d.). Retrieved from http://www.alamy.com/
Food Monster Editorial Team. (2017, August 15). Under the Sea: 15 Tasty Vegan Seafood-Inspired Recipes. Retrieved from http://www.onegreenplanet.org/
Full Sail University Lobster Shack Assets
Stock Photos, Images, Illustrations and Vectors - Royalty-Free - Thinkstock. (n.d.). Retrieved from http://thinkstock.com