Brand Concept · Digital Design · Print Design
A visual identity and marketing concept for a laid-back seafood restaurant in Lahaina, Maui.
Moe’s Fish Shack is a no-frills seafood restaurant concept built around fresh-caught fish, casual island energy, and a personality that doesn’t take itself too seriously.
For this project, I developed a collection of digital and print marketing pieces designed to bring Moe’s personality to life customer experience—from online ads and website graphics to print advertising, a brochure, and business cards.
THE APPROACH
The creative direction centered around the idea of fresh fish, caught straight from the water.
I leaned into playful fishing references, bold graphic elements, and a casual visual style to make Moe’s feel approachable, memorable, and distinctly different from a typical seafood restaurant.
The goal was to create a flexible visual system that could work across both digital and physical touchpoints while maintaining the same laid-back personality.
Digital Ads
I created a series of digital ads built around the concept of hooking and catching fresh fish, using the idea as a visual thread across multiple placements.
The campaign was designed for a variety of digital formats, including email and display advertising.
Email Graphic, 600×320 px
Display Ad, 300×250 px
Skyscraper Ad, 160×600 px
Website Graphics
I extended the creative direction into a website concept with graphics designed to highlight different parts of the Moe’s brand and customer experience.
The designs included:
Hero Banner | Promoting Moe’s direct-to-home fish delivery.
Product Feature | Highlighting owner Moe’s go-to order.
Brand Story | A parallax feature introducing the restaurant’s founding story.
Together, the graphics create a more immersive digital experience while giving the restaurant opportunities to showcase its food, personality, and story.
Banner, 1920×480 px
Product Image, 1024×768 px
Parallax, 1920×700 px
PRINT ADvertising
For the print campaign, I explored ways to position Moe’s as the memorable, personality-driven alternative to the other fish shacks around Maui.
I developed multiple full-page ad variations, giving the concept flexibility while maintaining a consistent visual direction.
Variation A | Full Page Color, 7” x 9 1/2”
Variation B | Full Page Color, 7” x 9 1/2”
Brochure
I designed a customer-facing brochure that brings together the information a visitor would need to know about Moe’s, including the menu, locations, contact information, and founding story.
The design balances practical information with the playful personality established throughout the campaign.
Outside Cover
Inner Details
Business Cards
I created a set of business cards for owner and founder Moe Mahi.
The designs carry the same visual language into a more personal brand touchpoint, giving Moe a memorable way to represent the business offline.
The Result
From digital advertising to print collateral, the project explores how one creative direction can translate across an entire brand experience.
Digital → Web → Print → Brand Collateral
The result is a cohesive visual system designed to make Moe’s Fish Shack feel fresh, approachable, and hard to forget.