A SHUCKING GOOD TIME
Karai Crab is located in the heart of Honolulu, Hawai'i, offering an elevated seafood boil experience with a focus on freshness and presentation. With an upcoming move into a larger, newly-renovated space, the timing was perfect for the brand's next evolution. W|W's primary objective was to help Karai Crab craft a unique messaging platform and establish a place in the competitive seafood boil landscape.
DON'T GET HANGRY, GET CRABBY
W|W recommended that Karai Crab embrace their Japanese roots and name – a unique position within the seafood boil category – to attract potential new customers. At the same time, a modern and consistent visual style helps avoid being pigeonholed into strictly Asian flavors or clientele. Through creative copywriting, W|W built out a brand voice and cohesive message of fun, family-friendly and genuinely local fare.
The elevated new logo has an updated look but maintains the personality of the original. Inspired by the leadership's local Japanese heritage, the new mascot draws from the daruma – a traditional Japanese wishing doll and well-known symbol of perseverance and good luck. The second pupil is drawn in when the owner's wish or goal is fulfilled.
Other deliverables included various retail elements, patterns, hand-drawn illustrations to provide a sense of place, and Instagram-worthy environmental graphics.