Smack Lobster Roll branding, by &SMITH

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Consultancy &SMITH has created the identity for restaurant Smack Lobster Roll.

The restaurant is operated by the team behind Burger & Lobster and was previously called Smack Deli.

The consultancy says: “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).”

&SMITH says the illustrations are used across the brand identity. Large scale versions will be painted onto the exterior brickwork and interior walls of the new Dean Street site.

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