Expand Design Systems for The Captain's Boil®
The Captain's Boil is a fun seafood boil restaurant that facilitates an unconventional dining experience by encouraging guests to eat with hands with a dash of playful pirate life atmosphere. Working directly with the marketing manager, I was given the opportunity with full creative control but also worked in partnership with external agency partners to help expand the brand awareness across all avenues and help solve specific needs for individual franchises across Canada.
Industry:
Food
Target Audience:
Groups of individuals who value camaraderie, attracted by hands being the main utensils, and are big fans of flavourful seafood.
Tone:
Playful world formed behind the life of a pirate in relation with his passion for seafood boils.
Scope of Work:
Danny Tran: Visual Identity | User Research | Editorial design | Marketing Collaterals | Package Design | Product Mock-Ups
CGICA: Website | Photography
Find Your Audience: Marketing Strategist
Lyris Tsang: Project Manager | Copywriter
The Ask
The company has many products and promotion launches in motion as they are continuing their mission to provide an exciting seafood boil experience and growing their audience. The ask was to keep guest excited by covering all the great things about the brand to grow the relationship long term.
During the research phase, our team did a full analysis and visual exploration on what makes The Captain's Boil what it is. We targeted ways to provide an exciting and memorable experience for the guests. The charismatic presence, especially with the extensive use of playful seafood puns and pirate phrases became a part of the brand language. This tone streams to the interior designs in the stores as well. The fun parallels between seafood and pirates are hugely immersive. Naturally, everything plays to the captain's narrative that feeds the playful communal atmosphere.
Covid-19 Resources
During the unfortunate events of the pandemic, many restaurants have gotten hit really hard and numbers are hugely affected. Supportive materials were needed to help with the recovery. This includes, digital COVID-19 playbook, hand wash guides, website landing pages, and digital menu (for the few restaurants that offer dine-in).
View full menu design here!
Insight
Working as an in-house designer comes with having a wide range of deliverables to support the company's creative needs. Together with the marketing team we've successfully developed supportive designs that better align with their value for an exciting dining experience to their audience's involvement. Till this day, the company applies the design systems for new promotions to continue growing their audience and support their marketing ecosystem.
*Property of The Captain's Boil.
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Got an idea or need advice? I can help with projects of any size!
Feel free to email me directly.
danny.tran.design@gmail.com