818GO

818Go sells hairy crabs to group buyers — a category where the visual conventions are fixed. Traditional brands use calligraphy, seals and heritage cues because that's what signals the real thing. 818Go was going after a younger, online-ordering audience, so I took the identity the other way: graffiti-derived marks referencing crab roe, and orange against dark blue instead of the usual red and gold. On a shelf of near-identical competitors, being immediately not-one-of-them does more work than being slightly better than them.

Fig. 01 / Artifact

The budget only covered a Wix build, which decided how the work had to be split. With no room for custom front-end, whatever the site achieved had to come from art direction — photography, illustration and typography doing what engineering wasn't going to. I directed those pieces and supervised the designer building the site.

Fig. 02 / In situ

Fig. 03 / In situ

Fig. 04 / Illustration