Phillips Brand Identity

Uniting Retail, Restaurants & Food Service

From crabbing on Hooper’s Island to becoming a global leader in the seafood market, Phillips is a Maryland icon with a legacy of quality and heritage. When they approached us for a comprehensive brand redevelopment, our task was clear: honor their storied past while crafting a modern identity that unites their diverse divisions—retail, restaurants, and food service. After 13 years of partnership, we were thrilled to help Phillips chart a course for their next chapter.

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A to-go food container with a branded sleeve wrapped around it.
A paper bag with the Phillips crab house logo and the words “from dock to dish.”
A sample instagram post that reads, “holy crab!”
Three Phillips Seafood branded coasters.

Sometimes Being Crabby is the Key to Effective Branding

To update the Phillips brand, we dove deep into their history and future aspirations. Through stakeholder meetings and collaborative workshops, we clarified their brand attributes, crafted a positioning statement, and unified their divisions under a cohesive identity. This system ensures consistency across all touchpoints—from menus to packaging—while highlighting their dedication to responsible sourcing, quality, and tradition.

A screenshot of the Phillips Seafood mission statement.
A suite of stationery.
Phillips Seafood brand guidelines mocked up as a printed booklet.
The front and reverse of the Phillips Seafood brand guidelines mocked up as a printed booklet.
A crab claw-shaped bottle opener keychain.
A mocked up menu.
A floating keychain that reads, “shorelines and good times.”

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