The only floating lobster shack in NYC.
It's simple...Eat, Drink, Sail.

New York Cruise Lines had an idea to convert one of their boats into a floating Lobster Shack. Working with an Agency we developed branding that was all Maine inspired with a modern twist. After the branding was finalized I then implemented it across the boat and Pier 81 for millions to see.

Services Provided:
  • Menu Design
  • Exterior Boat Signage
  • Interior Boat Signage
  • Pier Signage
  • Launch Campaign

Menu Design

Pier + Boat Signage

I wanted people on the shore and driving past our Pier to be intrigued by the outside of the boat and signage. Putting the Lobster icon very large on both was sure to make people remember the boat and signage as they passed and build curiosity to look our brand up. I wanted everything to be consistent with the menu signage so I keep the kraft background on each piece to tie everything together.

Launch Campaign


Inspired by a campaign I saw to spot a truck, I came up with the idea to use one of our old buses to do #SAWTHECLAW. I designed the bus for people to not miss it. The idea was if you saw the bus and posted about it to the hash tag, you would be entered to win a party with a group of your friends onboard our boat. We sent the bus to busy parts of the city with promo teams that handed out interactive T-Shirts to start building buzz for the brand.