Danyelle Sage
Menu
Brand
Digital
Happy Lobster
Fast fine dining lobster rolls, with Chicago attitude.
Client
Happy Lobster, Chicago
Scope
Rebrand, packaging, website, social
Platforms
Truck, bar, catering, web, Instagram
Tools
Figma
Luxury, redefined through grit and wit.
Happy Lobster started with a simple idea: if Chicago can do fine dining its own way, lobster can too. I built a rebrand that makes the food the hero, treats Chicago as home, and stays premium without being pretentious.
The system carries across a truck, a bar, packaging, a rebuilt website and a social presence that sounds like a friend who gives you grief and buys the next round.
Brand foundations
Food is the hero, people are the story, Chicago is home. A voice that is confident, witty, unapologetically Chicago and welcoming, with an edge.
IN THE VOICE
No shacks. No sailors. No problem.
IN THE VOICE
Come hungry, stay loud, tip big.
IN THE VOICE
Lobster so good, even the beef guys are nervous.
Identity
A logo family for the truck and the bar, a monogram and badges, rope graphics in four colorways, plus a palette and type system built for grit and wit.
Visual direction & packaging
Cinematic, high-contrast and a little moody: golden-hour light and the texture of brick, steel and concrete, carried onto the box.
THE TAGLINE
Sourced in Maine. Perfected in the 312.
LIFESTYLE MOCKUPS
Website overhaul
A rebuilt site that sells rolls fast: ordering, the weekly schedule, catering and Buy the Bar, with the voice up front.
MOBILE EXPERIENCE
Social overhaul
A feed that sounds like Happy Lobster: irreverent copy, bold type and food-first photography.
SUPER BOWL SOCIAL CAROUSEL
NEW LOOK, SAME PREMIUM LOBSTER
VALENTINE'S CAROUSEL
© 2026 Danyelle Sage
Brand
Digital
Happy Lobster
Fast fine dining lobster rolls, with Chicago attitude.
Client
Happy Lobster, Chicago
Scope
Rebrand, packaging, website, social
Platforms
Truck, bar, catering, web, Instagram
Tools
Figma
Luxury, redefined through grit and wit.
Happy Lobster started with a simple idea: if Chicago can do fine dining its own way, lobster can too. I built a rebrand that makes the food the hero, treats Chicago as home, and stays premium without being pretentious.
The system carries across a truck, a bar, packaging, a rebuilt website and a social presence that sounds like a friend who gives you grief and buys the next round.
Brand foundations
Food is the hero, people are the story, Chicago is home. A voice that is confident, witty, unapologetically Chicago and welcoming, with an edge.
IN THE VOICE
No shacks. No sailors. No problem.
IN THE VOICE
Come hungry, stay loud, tip big.
IN THE VOICE
Lobster so good, even the beef guys are nervous.
Identity
A logo family for the truck and the bar, a monogram and badges, rope graphics in four colorways, plus a palette and type system built for grit and wit.
Visual direction & packaging
Cinematic, high-contrast and a little moody: golden-hour light and the texture of brick, steel and concrete, carried onto the box.
THE TAGLINE
Sourced in Maine. Perfected in the 312.
LIFESTYLE MOCKUPS
Website overhaul
A rebuilt site that sells rolls fast: ordering, the weekly schedule, catering and Buy the Bar, with the voice up front.
MOBILE EXPERIENCE
Social overhaul
A feed that sounds like Happy Lobster: irreverent copy, bold type and food-first photography.
SUPER BOWL SOCIAL CAROUSEL
NEW LOOK, SAME PREMIUM LOBSTER
VALENTINE'S CAROUSEL
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© 2026 Danyelle Sage