Smiley’s Shrimp Stop Mascot

Smiley’s Shrimp Stop is a restaurant concept inspired by nostalgic burger joints and iconic American fast food shacks. Chef Eddie asked me to develop the visual identity and mascot for the brand; a cheerful shrimp named Smiley that would embody the fun, throwback vibe of the restaurant. The most exciting part of the plan was to Smiley into a giant fiberglass mascot that would stand atop the restaurant and turn simple fast food joint into an instagrammable destination.

To achieve Eddie’s ambitious vision, I explored a variety of sketches and iterations to find the right balance of charm and retro appeal. In addition to the mascot I also designed a custom hand-lettered “Smiley’s Shrimp Stop” logo that could be used on menus, apparel and turned into a large neon sign to accompany our smiling hero.