Product 3- Coaster

The Half Shell coasters

Product 2- Deck of Cards

matte black case with gold embellishment and the oyster logo on the front is embossed.

Matte black card with glossy spade and card number.  Spade and club are black glossy while diamond and hearts will be gold glossy.  The back of the card has the oyster logo with the Half Shell slogan. 

Product 1- Matchbook

The Half Shell Matchbook is a different look than most.  Being 1 in x 2 in, its a taller, thinner matchbook than what you would normally find at a restaurant.  Matte black on the outside, and a coated gold on the inside, the matchbook includes the same elements in The Half Shell's logo.  

Package Design Examples

Letterhead

Logo

The Half Shell logo is a black background, metallic black oyster and gold lettering.  The font used is Bebas Neue.  It will be used as the restaurant sign, placed above the raw bar, on the togo boxes, matchbooks, business cards, etc... 

Brand Proposal

Name of the Brand: Half Shell: Oyster Bar

Company Overview: Half Shell is an upscale Oyster Bar located in downtown Boston. They offer a raw bar that includes over 30 different types of oysters.  A regular lunch and dinner menu, that includes a variety of seafood dishes, chowders and lobster fresh from The Cape.  There is also a bar that has 20 draught beers on tap, wine and liquor, and a simplified bar menu.  There is a happy hour 4 days a week that includes discounted appetizers, oysters and drink specials.

History:  Half Shell first opened their doors in 1979 and have remained at the same location ever since.

Objectives:
1. Retain current customers while drawing in new customers.
2. Remain a small business that offers exceptional food and front of house service.
3. Expand marketing to the greater Boston area.
4. Operate economically efficient without compromising the quality of food and service.
5. Launch a catering service.

Target Audience: Middle-upper class families and blue collar workers looking for a place to unwind with friends after work.