Hudson River Oysters is a tinned oyster brand aiming to restore the love and historic versatility of oysters while also restoring their reefs.
The Work
Brand Concept, Logo, Brand Identity, Packaging, Outdoor Advertising, Copywriting, Art Direction
Inspired by
Before it was the big apple, New York City was the Big Oyster. The average American today eats only 3 oysters a year, while New Yorkers in the 1800s ate about 600 oysters a year. You could sit down at an all-you-can-eat oyster buffet for only 6 cents. But that high demand, if we’ve learned anything from history, led to their destruction. Once plentiful reefs were stripped to nothing in under ten years. Hudson River Oysters is a tinned oyster brand aiming to restore the love and historic versatility of oysters while also restoring their reefs. In conjunction with the Billion Oyster Project, Hudson River Oysters is bringing oyster reefs back to the Hudson River and oyster meals back to your table.
The Process
Starting with inspiration of vintage oyster cans, I developed a visual language that took from the past and brought it into today’s market. When looking at the shelves of canned oysters, each sat in a sea of shades of blue. Returning to the old-style paint-can form combined with a vibrant New York inspired color palette, Hudson river oysters both returns to the old while standing out against the new. I also worked to build a responsive logo that could shift alongside all elements of the brand. Combined with the patterns and varied typography, the brand system works together to engage consumers in a new, or rather old, way of eating oysters
