If it isn’t fresh, it isn’t Legal.
Like many retailers, Legal Sea Foods is faced with a changing marketplace, where consumers’ attention spans are at an all-time low. They want an easy shopping experience above all else. It was our challenge to create a look that was clean, simple and easy to shop.
We wanted to modernize the approach to content so that it reflected the contemporary sensibilities of the new design aesthetic. In the photography studio, we lit the seafood with soft, bright light to emphasize freshness, with natural highlights and selective focus. In the catalog, we created a “menu in a mailbox” by organizing it around signature seafood entrees with prominent hero spreads. We made email and web designs dramatic but simple, with clear calls-to-action and tap targets for shoppers on tablets and mobile devices.
We wanted to modernize the approach to content so that it reflected the contemporary sensibilities of the new design aesthetic. In the photography studio, we lit the seafood with soft, bright light to emphasize freshness, with natural highlights and selective focus. In the catalog, we created a “menu in a mailbox” by organizing it around signature seafood entrees with prominent hero spreads. We made email and web designs dramatic but simple, with clear calls-to-action and tap targets for shoppers on tablets and mobile devices.
