"Die" / Harbor House Crabs
Submitted By John Gilbert
Harbor House needed to separate itself from supermarkets, its primary competition. Most consumers who buy crabs don't realize how critical freshness is to the quality of the taste. We needed to change that.
Supermarkets typically sell frozen crabmeat, or at least, much less fresh than Harbor House's usual 2-3 days from catch to your doorstep. We needed to convey that freshness with an attitude that clearly states Harbor House's singular focus.
To quickly show that the Harbor House product comes as fresh as you can get without catching it yourself, we used a weatherbeaten, hand-painted look that separates it from the homogenized look of supermarkets. The lettering and design elements were hand-painted, then layered onto photographed textures.
Harbor House Crabs
Food & Beverage