Smack Lobster Roll, previously named Smack Deli, is a takeaway concept from the people behind Burger & Lobster. They serve up freshly cooked lobster in brioche rolls with a variety of added fillings.

Following the opening of their first site on Binney Street IN 2014, they’ve now added a second site on Dean Street. & SMITH were brought on board to rebrand Smack Deli under it's new name: Smack Lobster Roll. We helped with their brand positioning and all their design work. 

Inspiration for the logo came from the hand-painted markings seen on the side of 'smack' boats that are used for lobster fishing. 

For the illustrations, we took visual cues from old travel posters but tried to give them a more modern edge. They were drawn in-house with the content focussing on Nova Scotia, Canada (which is where all their lobsters come from). The illustrations are used across the brand identity.

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Creative Partner and Owner
Creative Partner & Owner