Supposing the fisherman’s limited opportunities, he would have just handy tools for making his restaurant identity. Even the materials used in the design talk about it. He would carve out the stencil shapes of the fish he usually caught and the naming fonts by himself and make stenciled illustrations for his small restaurant design. The zest of The Shack brand are the variations of the design compositions created by twisting the fragments and changing the colors of the illustrations. The packages for the brand identity has two packaging categories: colored, as main and a fluorescent on black, as premium. The premium black package transfers the idea of the night sea. Blue and red were chosen as the main brand colors indicating deep sea and cooked seafood.