Burger & Lobster’s refresh leaned into provenance—Nebraska ranches and Atlantic waters—paired with a suite of custom illustrations. The brief for CAB Studios was clear: activate the new direction across its core brand touchpoints. The work covered menu design, beer can concepts with collaborators in Singapore, and tactile details like lobster bibs, leather bill presenters, lobster roll boxes, and tote bags, all guided by the supplied creative and imagery.
The identity had to carry a premium, unfussy tone while letting provenance do the talking—keeping layouts disciplined across menus, emails, and packaging without losing warmth. Scaling illustration and photography together meant building a simple system that held up from table to takeaway. Co-branded beer concepts needed to feel part of the house style while nodding to the collaborators’ character.
A cohesive rollout that reads as one story: from the first look at the menu to the details on the table and the limited-run beer concepts. Provenance-driven imagery and clean typography keep the brand grounded in its two-hero promise—prime Nebraskan beef and wild Atlantic lobster—while the packaging and print moments add tactility and pace. The refresh landed confidently in-restaurant and across owned channels without overstatement.
