Be a little Shellfish, get the lobster.

Art Direction, Graphic Design, Layout Design

Photography: Carlo Ricci • Instruction Illustrations: Meghan Hindle • Creative Director: Jodi Pold

As a recurring summer feature, Chop stakeholders wanted to see the Lobster Grill creative refreshed, stating that the previous design felt dated and out-of-touch. The goal was to design something that would feel fresh, current, and “on trend” that could last for at least three campaign cycles.

As the creative lead on this project, I presented moodboards and helped guide the team to establish an art direction that felt East Coast and authentic. Drawing inspiration from the Canadian Maritimes, a rustic nautical direction was chosen and developed. The colours chosen give Lobster Grill a brighter, summer feel, and the font choice reflects the raw, gritty nature of the fishing industry. The creative consisted of a wordmark, feature menu, billfold, banner, and window decals.