The Shack

The Seafood Shack Marina and restaurant in Cortez, Florida have offered fresh and delicious seafood for over 44 years. Since 2014, the company has gone under new management and has not had a visual update. Tailoring to a middle-aged clientele, the idea was to refresh the brand's identity helping introduce modern visuals without confusing current customers or taking away the original feel. The primary goal was to reuse and refresh the identity of the brand. The use of the visual current visuals and the use of blue hues were kept. The changes were made to update certain aspects that would help stand out. The primary goal was to change the visual and digital identity, redefining what The Shack can offer. The website would be a further evolution of the restaurant. Highlight the original elements of The Shack while blending in modern visuals. The main idea was the update the brand to modern trends and revitalize its identity, keeping the same history throughout its branding.

Deliverables
+  Brand Strategy
+  Brand Guidelines
+  Branding Assets

Designers
+  Mitchell Okamoto