Orion Seafood harvests and processes lobster from the cold waters along Eastern Seaboard in North America.
To rebrand the company from a commodity brand—to a brand that’s memorable.
We created a series of illustrations to tell a story of family road trips up the East Coast, where stopping at a roadside lobster shack is a fond memory. Even if you’ve never been to the Eastern Seaboard, the perception is fresh lobster from local fishermen.
The package design is inspired by the rustic signage from the roadside destinations.
ILLUSTRATION Dan Cosgrove
PHOTOGRAPHY Jon Edwards