Shellrake — Test Kitchen Concept 03

Shellrake

Oyster Hall · Raw Bar & Wood Fire

The mid-range dinner spot nobody in this market has built: a proper oyster hall — marble raw bar, chalked daily rakes, and a live wood fire. Named for the tool that pulls the harvest. The case study angle: the full campaign engine, lit by embers.

The order — what Heard! built

Brand + the rake mark✓

Dinner menu, designed & in the holder✓

Daily oyster board system✓

Photography — food, fire, people✓

Lifestyle + UGC set✓

Social video + reelsPlating soon

01 — The brand

Brine, brass, and ember.

A tall letter-spaced serif that reads like a painted warehouse sign, a shell-and-rake mark that works in neon, and a palette pulled from the raw bar: navy brine, oyster cream, and the ember at the back of the room.

Shellrake

BRINE #14283C

OYSTER #F2EDE3

EMBER #E0662F

CHAR #0C1A28

Playfair Display

Serif — the painted sign

Lora

Body — reads by candlelight

02 — The menu system

The menu and the board.

Two-speed menu design: the printed dinner menu that changes seasonally, and the chalked oyster board that changes daily — so the kitchen's flexibility never costs a reprint.

Shellrake dinner menu flat artwork: navy masthead with rake icon, Raw Bar, From the Fire, and Plates sections — The dinner menu — flat, print-ready

The daily oyster board artwork: chalk-style list of Georgia to Maine oysters with prices — The oyster board — the daily system, Georgia rakes to Maine

The printed Shellrake menu standing in a brass holder on the marble bar — The same menu, in the brass holder on the bar

The oyster hall with marble raw bar, brass rails, wood fire, and the chalkboard oyster list — The hall — raw bar, fire, and the board at work

03 — The food, shot

Lit by the fire that cooked it.

Roasted oysters with herb butter on rock salt, embers glowing, fire in the background — The roast — hero shot, ember light

Raw bar platter on crushed ice, overhead — The raw bar, overhead

Whole wood-grilled flounder on a cream platter — Whole flounder — 32, worth it

Macro of a shucked oyster with mignonette drop falling — The drop, mid-fall

Dirty martini and oysters on the marble bar with the room behind — Martini & a half dozen — the standing order

Cast iron pan of wood-roasted oysters in garlic butter with smoke — The Winter Roast — seasonal LTO

04 — Fire & people

The shucker is the show.

Portrait of the shucker in his denim apron with shucking knife — The shucker — element-linked

Mid-shuck at the raw bar, oyster liquor glinting — Mid-shuck

Whole fish in a grill basket over live flame — The fire, working

Hand tipping an oyster shell toward the lips, bar bokeh behind — UGC — the tip

Friends clinking glasses over a shared oyster tray in the hall at night — Evening service — the hall, full

The line, lit — ambient loop for the socials

05 — In the world

Painted on the brick.

Brick warehouse at dusk with SHELLRAKE painted across the facade and a neon oyster in the window — The warehouse — painted sign, neon oyster, wet cobblestones

Butcher paper table covering with navy coaster and ember matchbook — The small stuff — coasters, matchbooks, butcher paper

The campaign engine on display maps to The Menu: brand $3,500, menu system $1,400, photo day $600, video day $850, LTO campaigns $450 a push — and the monthly Local Favorite plate to keep it all firing.

Shucked to order. Fired to order. Branded by Heard!

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