The Rusty Krab
REBRANDING | VISUAL IDENTITY
Country: Bikini Bottom, EUA
Art Director: Júnior Wily
Year: 2022
About
"The Rusty Krab" is a fast food restaurant in the city of Bikini Bottom, founded by Eugene H. Siriguejo. The restaurant has excellent service, an extensive menu of meals. fast and delicious, like seafood, in addition to the signature hamburger tasty, the famous “Krabby Patty”.
The aim of the new modern and creative identity is to expand to other countries, opening new franchises and reaching new audiences. The brand now also offers more complete meals, in addition to artisanal drinks and sauces.
The challenge
Transforming something fictitious into a real, tangible and original brand was not and never will be an easy task, but anything you put your mind to with a little love and dedication, you can do. The Rusty Krab project was one of the most challenging for us, after all, a visual identity that appeals to both children and adults is not easy.
At a time when there are famous fast food companies already established in the market, and it seems that everything has already been invented, things get more difficult. That's why we had to go further, to think outside the "shell".
How we arrived at this result
This time, we went further in search of the best solution, after research and concept development, analyzing the competition, typographies and meanings of symbols that could come to represent represent the entire concept of the brand, we managed to come up with a solution that connects all the concepts that previously seemed distant from each other.
We started with the company's main focus, "seafood". Then we tried to understand the legends and figures that are part of this whole marine universe. And most importantly, without forgetting the essence of the brand.
