Client
Campbell's Resort
Case study · Campbell's Resort
How do you brand a seasonal food stand so beachgoers stop?
Shaka Shack serves Hawaiian shave ice and "Shaka Dogs" beside the beach at Campbell's Resort. We created the brand, the building's look and the launch materials, mixing Hawaiian cues with the resort's food and beverage family.
Industry
Hospitality and restaurants
Location
Lake Chelan, Washington
Services
Brand identity, Illustration, Menu design, Signage, Web design, Direct mail
Outcome hub
Bring customers back
The problem
A small stand competing with a whole summer of options
Lake Chelan fills with seasonal food options every summer. Shaka Shack had one small building, a short season and beachgoers walking past. The brand had to be readable from the beach, feel part of the Campbell's family, and give people a reason to come back before Labor Day.
What we did
Three decisions behind the launch
1. Explore characters, then keep the family
We sketched three characters, La Hula Girl, the Original Waterman and Judge Campbell "hanging loose", in a retro style that sits next to the Pub & Veranda judge.
Key takeaway: A new sub-brand should look like family, not a stranger.
2. Design the building, not just the logo
Sign placement, size and Sherwin-Williams paint colors (Oceanside and Navajo White) were specified on the elevation, along with the menu board and a lockup made for signs.
Key takeaway: Give your sign maker and painter exact specs, and the result matches the design.
3. Put a next step on every piece
A direct mailer carried three offers, posters said "Open daily through Labor Day", and every piece pointed to the @campbellsshaka Instagram account.
Key takeaway: Every printed piece should tell people what to do next.
Also in this project: the Pub & Veranda brand, the Campbell's Resort website and the monument signs.
Inside the project
Character art, logo lockups, type and colors, menu, Instagram, web hero, early logo explorations.
What changed
Before and after, in plain terms
The stand opened with its painted building, sign, menu, poster, mailer, Instagram account and web page all in one look.
[FIGURE: add coupon redemptions or follower growth if Campbell's tracked them.]
Related services
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