Crabby Joe's extreme makeover

Crabby Joe’s Bar & Grill is a Canadian-owned restaurant company managed by Obsidian Group Inc., with over 30 locations in Ontario. Crabby Joe’s is a sports bar/restaurant serving pub-style fare to their customers in a friendly atmosphere.

Identity, Restaurant

The challenge for Crabby Joe’s was to elevate the perception of their food offering through a better menu, in an effort to create more guest frequency by inspiring them to try something new and to return more often because they have a reason to visit. Their existing menu lacked appetite appeal; the food photography wasn’t well styled or effectively lit, nor did it show the food in settings where the customer could connect to it. It was our task to revitalize the menu presentation, and therefore the food offering.


Burgers, fries and two frosty beers on a wooden table with warm restaurant lights in the background
Blue and red text on a white brick wall with a sketched train: “HEY TRAIN WRECK, THIS ISN’T YOUR STATION.”
Patterned collage of beige and black vintage typography and decorative icons on a dark background
Red text on white brick wall: “IF WE ONLY HAD A NICKEL FOR ALL YOUR BAD DECISIONS” with a line drawing and hanging bulbs
Blue text “JOE’S SPIRIT ANIMAL” beside a gray running dog mural on a white brick wall in a brick-walled restaurant
Red circular sign reading “Somewhat civilized guests” with a pointing hand icon indoors
Poster reading “Cheers to a Mediocre Day” with a hand holding a drink, in black and white.
Three framed posters on a white brick wall beneath black pendant lights, with a dark wood wainscot below.
Hand holding a black notebook on a dark wooden surface
Turquoise ocean waves crashing into white foam from above

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On the menus, we instantly recognized that their existing café-style menu was too generic; the plastic sleeves feel cheap in the guest’s hands, and lacks polish. Also, there was no flexibility, as it was impossible to add or remove pages from it. Overall, the menu carrier did nothing to help Crabby Joe’s stand out from their competition.

Hands holding an open restaurant menu with lunch specials on a dark wooden table
Hands holding open a cookbook with colorful recipe photos and ingredient lists on a wooden table
Hands holding open sandwich menu with food photos and coffee on a wooden table.
Hands holding open cookbook to “Pastas & Stir Frys” recipe pages on a wooden table
Hands holding an open burger menu with glossy food photos and bold text on a wooden table
Hands holding open steak cookbook with a large grilled steak photo and recipe page on a dark table
Hands holding an open cookbook showing seafood and fajitas recipes on a wooden table
Hands holding a restaurant menu with ribs, wings, and beer specials on a dark table.
Plate of nachos topped with salsa, cheese, and guacamole beside a bowl of dip on a rustic table
Turquoise ocean waves crashing into white foam from above

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The new Crabby Joe’s menu is a big step forward for the brand. It is uniquely sized to instantly create distinction in the eyes of the guest, and the cover does more than feature the logo or simply say “We have food” – it begins to tell the brand story. Inside, it has space for LTOs on both the front and back inside covers, increasing opportunities for promotion and encouraging visit frequency. The pages inside are hospitality grade paper that is tear and moisture resistant, wipeable, and easy to change out when required by price fluctuations or other menu changes.

Bruschetta on a wooden board with basil, garlic, and a small bowl of balsamic glaze
Stack of glazed bacon strips on parchment, with a glass of beer in the background

The design features larger-than-life food photography that is purposely styled, lit, and shot. Working within our circle of Toronto’s best food photographers and stylists allowed us to create compelling, appetite-whetting food shots that are emotive and dramatic. The images are real, and shot on backgrounds that are relatable and create intrigue with guests who are encouraged to try new dishes.

Stacked bacon cheeseburger with fries and a dark beer on a wooden table

Crabby Joe, the brooding proprietor, no longer appears as though he’s grumpy about customer’s in the restaurant, but has been transformed into the guardian of the guest’s experience. If he’s Crabby, it’s because he knows how guests should be treated and takes their experience very seriously, holding staff to a higher standard of service. His voice appears throughout the menu as words of wisdom and humourous quips, lending attitude and a sense of humour to the brand, but he’s no longer a mascot for crabbiness. Instead, he’s hard at work behind the scenes making sure everyone is doing their job and safeguarding the guest experience.

Tacos topped with grilled chicken, corn, tomatoes, avocado, and white sauce on a dark table
Colorful chopped salad in a bowl on a turquoise surface, with scattered cashews nearby.
Grilled chicken pasta in black bowls with green salad on a wooden table, garnished with herbs and cheese.
Pasta dish topped with red sauce, cheese, and herbs on a white plate with a fork
Fried fish and French fries with coleslaw on a wooden table
Avocado and grilled chicken over a colorful grain bowl with shredded carrots and sauce in a metal bowl
Black plates of vegetable stir-fry with noodles and salad on a wooden table, with gold-wrapped chocolates
Loaded fries with melted cheese, toppings, and sour cream in a basket beside a frothy drink

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Geometric red, black, and gray poster titled “Our Story” with centered white text and abstract figures.
Restaurant storefront at dusk with a glowing “BOMBAY” sign and large windows showing the interior.
Modern industrial café with wooden tables, metal chairs, brick walls, and a glass railing overlooking brewing tanks
GameTime entertainment center storefront with stone pillars and wood facade, person standing near the entrance