Branding, Photography, Web Design & Development

Lobster PEI

Lobster PEI, the Lobster Fishers of PEI Marketing Board, represents the Island fishers who have been hauling world-class lobster for more than 150 years. We developed the brand identity and logo, designed and built a multilingual website, and captured the photography that carries PEI lobster from the boat to the table.

Lobster PEI needed a website as legendary as the product: a place to tell the story of more than 1,200 fishers working out of 45 ports, help people find fresh PEI lobster, and inspire them to cook it. We designed and developed a custom site that pairs a bold, ocean-inspired brand with practical tools for consumers, restaurants and buyers, alongside fisher profiles, a 360° VR lobster fishing experience, a merch shop and seasonal promotions.

The Legendary PEI Lobster Crawl invites visitors to eat, shop and explore their way across the Island from May to October. We built an interactive guide with grid and map views that brings together more than 90 restaurants, retail marketplaces, lobster excursions and lobster events, each with directions, website links and lobster menu options, plus a contest to win a lobster party.

Finding fresh PEI lobster should be easy. The Where To Buy section maps retailers and suppliers across the Island, sorts them into call-to-order and online ordering, and walks shoppers through placing an order in three simple steps. Separate paths for consumers and wholesale buyers make sure home cooks and businesses each land in the right place.

To keep PEI lobster on the menu all year, the recipe library lets visitors search by keyword and filter by seasonal dishes, entrées and appetizers, or by whether they’re cooking with raw, frozen or cooked lobster. Each recipe page includes a print-friendly layout, a cooking mode for the kitchen, easy sharing and related recipes to try next.

PEI lobster is enjoyed around the world, so the site speaks to visitors in eight languages, from French, Spanish, German and Italian to Arabic and Chinese, with a simple language switcher in the header. Every page is designed for phones first, with a quick-access bar on the Lobster Crawl that keeps restaurants, markets, excursions, events and the map one tap away.

We developed the Lobster PEI brand identity, with a bold logo built around the lobster and the waves, a warm palette of lobster red and sea-salt cream, and supporting marks like the Legendary Lobster Crawl badge. Our photography captures PEI lobster at its best, from the boats and the harbour to the plate, giving the brand a library of images for the website, social media and print.