For applications where space was tight, the logo could also be deconstructed down into smaller parts and used in these symbol forms, creating a flexible visual system.

 
 

Tactile components

As the wordmark became more prominent, brighter and bolder colors were stripped away from the palette, leaving colors that were instead more natural and subdued. 

To keep the tactile element present, a gritty texture was overlaid onto the wordmark, and designs for the menu and supporting collateral were printed on a textured Kraft paper with a rough feel. 

 
 

Designs for the exterior of the restaurant pulled in raw manufacturing elements like rivets, and inside a brick wall was painted and then treated to look like a vintage lobster ad, corroded over time by the elements. 

 

Image (top left) from Zagat

 
 
 

Practicality and Efficiency

To keep that nod to the shipping industry, a no-frills approach was taken to produce the elements. The Kraft paper provided a practical look at a low cost, and stamps with the logomark and ampersand were made to apply the branding on any printed piece, thus also saving on printing costs.

The look of the stamping on the Kraft paper added texture and a practical look  by manually stamping these elements on, the placement was always slightly off-centered or tilted, and the ink slightly lighter in some areas. The result was a beautiful, intentionally unrefined and effortless look.