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The Challenge

Make the clients experience the charming and cozy, yet modern, family-owned, southern restaurant, with delicious food and owners who make you feel like part of the family and increase Crabby Chris Coffee Co's visibility.

Logo Design


Brand Identity

Environmental Merchandise and Packaging Design

Social Media and Email Campaign

Marketing Materials


We ultimately decided to name our client’s new restaurant concept after the beloved cafe, paying homage to a historical hot spot that meant a lot to the locals.


We approached to create Crabby Chris Coffee Co. restaurant brand system to match their meticulous roasted coffee beans, working alongside our client; the goal was to create a venue that felt established. So we did some research and, in the process, uncovered stories about an old Ormond Beach hangout called Crabby Chris Cafe, a colorful eatery with southern breakfast and lunch with unique creations made by local Chef, where families enjoyed a modern and cozy environment Key West charming style.


Key brand and consumer touchpoints included the logo identity, internal and external environmental graphics, menus, website, car packaging, packaging, merchandise, and staff uniforms.

Brand Identity

Amazing food and friendly service is the vibe that Crab Island Coffee Co. wants to transmit to its customers. 

First, we collaborated with the client’s interior designer to establish a color palette that contributed to the restaurant’s unique identity and overall branding. The established branding guidelines were then applied to all marketing materials including their new logo, menu, website, and all forms of advertising which were created to help promote the business.

We believe the magic happens when there’s room to play and how design elements interact with each other. Our brand toolbox was comprised of a series of pattern work, and typography that balances modern and tropical experiences, incorporating into the color palette rich dark tones, splashes of bright and sunny colors, and adding recycled paper throughout the texture and rustic finish, and illustrations for a dash of whimsy.

Marketing Material

Crab Island Coffee Co. is a brand that maintains simplicity and cleanliness and is fun at the same time. Our goal is to ensure the brand message to be delivered to consumers in a engaging way.


When looking at Crab Island Coffee Co. we were struck by how much the brand loves and wants to serve its customers food that both tastes good and is authentic.  The wood texture and leaves are inspired by the Key West tropical look that can be appreciated in all the branding and packaging. 

The Food

The criteria for making this list include, first and foremost, the flavor itself, but the quality of the overall experience matters, too—the setting, the aroma, the sauces, and the dishes on the side. 

Food Crab Chris-01.png
Branding and Social Media

With most promotional materials in place, we then created a 12-month marketing and media plan to strategically target our Ormond Beach audience. The plan consisted of search engine optimization, social media setup, and both content and email marketing.

We also implemented a social media influencer strategy, leveraging the reputation and reach of key social media influencers in the Ormond beach, travel, and food markets.

To assist with day-to-day operations, we then introduced the company to a point-of-sale (POS) system that allowed the staff to serve their customers in the most efficient way possible. The POS system easily integrated with the rewards program we initiated, one that incentivized individuals to eat at Crabby Chris Coffee Co. and brought in new and recurring customers.

Food Trucks offered an incredible opportunity to mix brands, vehicle graphics, and design, so we designed a full wrap of a food truck, and brought tremendous benefits to a brand strategy. Our customers connected emotionally to our brand, this lead to increased sales and improved brand differentiation. These mobile culinary wonders follow the brand identity and bring a tropical vibe, incredible food, the vibrant brand is able to speak visually entertaining and finds the modern style in the middle.

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