When Joe’s Crab Shack sought to rebrand themselves as more serious about their food, we found the answer in their authentic Southern origin story. 

Turns out the founders had been inspired by the tiny mom & pop crab shacks of Galveston, TX. Where the freshest seafood is prepared simply and honestly. You know what you’re gonna get, and it’s gonna be good. Hence, 100% Shore.

We happily dove head-first into gritty-cool Gulf Coast culture — all no-frills dining and hand painted signs. We spent a week in Galveston shooting the launch TV spot, while eating at crab shacks and hanging out with crab fishermen. We then collaborated with Dan Cassaro of Young Jerks to create a toolkit of hand-made illustrations, icons and lettering to bring the authentic Southern vibe to life in every aspect of the brand.