I transformed Happy Lobster from a beloved Chicago food truck into a premium bar experience, maintaining the brand’s irreverent personality while elevating its visual identity. The new logo nods to “Happy” while winking to Chicago, blending warmth, humor, and craftsmanship in a way that feels confident but approachable.

The claw mark in our logo isn’t just a nod to the lobster—it holds hidden details for those who look closely. One highlight subtly forms a smile, capturing the brand’s playful energy, while another traces the outline of Chicago’s iconic Bean, a quiet wink to our hometown. Small clues, big character.

The brand voice balances wit, swagger, and authenticity, making every message feel like an insider tip to locals who know good food and good times. Taglines like Claws. Rolls. Respect., You got a lobster guy., and How Chicago rolls. highlight the playful yet refined personality at the heart of the brand.

Through this refresh, I helped Happy Lobster expand into a premium casual dining experience without losing its original fanbase. The system I created positions the food as the hero, humor as the hook, and Chicago as home, giving the brand the flexibility to grow while staying true to its roots. My role encompassed brand strategy, identity design, logo refresh, tone of voice, and a cohesive visual system that makes the brand instantly recognizable and memorable.

Role: Brand strategy, identity design, logo refresh, tone of voice, messaging framework, visual system.