Joe’s Crab Shack
The market treated Joe’s like a 90s time capsule—a novelty reserved strictly for nostalgic birthday parties or beach vacations. So, we gave the brand a new look and tagline that brings Joe’s whimsical tendencies to the forefront, reframing the Crab Shack as a beachy oasis people can escape to anytime they feel the urge to cut loose and unwind on butter-laden crustaceans and colorful cocktails.
Time to coast
Experiential Pop-Up
Since the core of the Crab Shack experience is made of sipping booze as you beat your food over the head with a hammer, we figured we’d turn it into a boardwalk game!
To start the game, players scan a QR and connect their preferred app with a simple OAuth swipe—granting us first-party data for future follow-up.
Sidewalk gameplay draws attention, spreading the challenge organically across social media.
As the final crab is struck, the game fires off an 8-bit victory anthem, pushing a digital hand-off back to the player's smartphone.
WIP…
Billboards
WIP… I’m currently building a funnel to connect the Crack-a-Crab experiential above to a live event, which will be substantially reworked and appear below.
Joe’s Crab Shack
Time to coast
AD & CW: Ryan Hash