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Opinion by Richard Baird.
Smack Lobster Roll is a takeaway business, located on Mayfair’s 26 Binney Street, serving freshly cooked lobster in brioche rolls, as well as a variety of other fillings. In conjunction with a name change, formerly Smack Deli, and to coincide with the opening of a second site on Dean Street in Soho, British graphic design studio & Smith worked with Smack to clarify brand position and develop a new brand identity treatment. This went on to include logotype, illustration, stationery, business cards, packaging, menu design, signage and web design.
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