# Redefining Street Seafood: Brand Identity & Experience for Baietii cu Crevetii

- Client: Baietii cu Crevetii
- Industry: Street Food & Hospitality
- Services: Branding, Print Design, Packaging, Vehicle Wrap, UI/UX Web Product
- Year: 2024 / 4-5 weeks

“Most companies work with separate agencies and teams. Then, when everything needs to come together, nothing quite fits. Here at Afternow, strategy, design, and development work at the same table. One team. One conversation. From day one.”

## Crafting a bold identity with a fresh ocean vibe

Băieții cu Creveții (The Shrimp Guys) brought a fresh wave to the local street food scene, bridging the gap between casual street food festivals and a dedicated dining location.

We created a brand identity that feels young, energetic, and unapologetically flavorful.

The primary badge logo features a bold stylized shrimp combined with clean typography, making it instantly recognizable whether printed on a packaging box or stamped on a festival booth.

The color palette pairs deep ocean blue with vibrant coral orange and soft cream backgrounds—evoking the freshness of the sea while driving high visual appetite appeal.

Alongside the main logo, we developed a playful set of custom seafood icons (shrimp, fish, lemon slices, crab, sauce dips) to add texture and personality across all brand touchpoints.

## Unboxing flavor: Packaging designed for street food mobility

Street food demands packaging that is as functional as it is visually striking. We designed a complete lineup of takeout boxes, greaseproof paper wrappers, fry boxes, and custom carry bags.

Each piece showcases bold messaging like "Street Seafood at Its Finest" and "Good Vibes & Big Bites", turning every customer into a walking billboard across festival grounds.

From sturdy takeaway boxes to signature handle bags, every touchpoint was engineered to keep food crisp and warm while delivering a memorable unboxing experience.

The custom typography and high-contrast orange accents make the food look just as good as it tastes.

## Big, bold visuals that demand attention on the streets

Whether navigating a crowded food festival or walking past their brick-and-mortar location, the brand needed to command immediate attention.

We created large-format posters, illuminated outdoor signage, street banners, and city billboards centered around tagline-driven copy like "Shrimpin' Ain't Easy (But It's Delicious)" and "Shrimp Done Right."

The print collateral includes structured, highly scannable food menus with clean layout hierarchy—organizing everything from seafood combos and gyoza starters to fresh salads and dips.

High-contrast typography ensures readability even in fast-paced festival environments.

## Bringing the crew to life across every touchpoint

A street food brand is powered by its people and presence. We extended the identity to custom staff apparel—including t-shirts, caps, and tote bags—branded with punchy copy like "Shrimply the Best."

For maximum mobility between events, we designed full vehicle wraps for the brand’s transport vans, ensuring high visibility on the road.

The experience comes full circle in the digital realm. We designed a clean, mobile-first interface for their online menu and social media templates for event announcements (like location drops at Mamaia Beach or Herăstrău Park).

The cohesive digital presence keeps loyal customers updated on where "The Shrimp Guys" are rolling next.