Redefining Fine Dining Through Marine Cuisine

The Brand

‍Founded by Kevin Joseph, master mermmelier and creator of the Marine Cuisine philosophy, Raw Lab is the world’s only omakase-style raw bar. Located on Charleston’s historic Market Street, the twelve-seat “lab” reimagines seafood as art, education, and sustainability in motion, a dining experience designed to connect people to the ocean’s story.

The Challenge

‍When Raw Lab launched in 2022, Charleston’s culinary scene was already saturated with award-winning restaurants and celebrity chefs. To stand out, Kevin Joseph needed a communications strategy that went beyond food, one that captured his originality, sustainability ethos, and theatrical hospitality. The goal was to position Marine Cuisine as both a movement and a new standard for elevated, conscious dining.

The Approach

‍As Wawner Strategies’ very first client, Raw Lab became the agency’s launchpad, a shared story of innovation, risk, and reward. Together, the partnership helped define what Wawner does best: strategic storytelling that connects people to purpose.

• Narrative Development: Defined the Marine Cuisine story, sustainable, nutrient-dense, and experiential, as the philosophical core of Raw Lab’s brand identity.
  
• Press & Media Relations: Secured high-impact coverage across national and regional outlets including Travel + Leisure, Paste Magazine, The Local Palate, The Post & Courier, Eater Carolinas, Lux Lifestyle Magazine, Feast, and Charleston Living. These features spotlighted Joseph as both a visionary chef and thought leader in sustainable seafood.
  
• Thought Leadership Positioning: Elevated Kevin Joseph as a national advocate for responsible aquaculture, coining and promoting “Seafood Version 3.0” to describe the future of sustainable dining.
  
• Community & Culture Integration: Wove Raw Lab into Charleston’s hospitality ecosystem, balancing its exclusivity with collaborations and visibility that honored its local roots.
  

The Results

• Featured in Travel + Leisure’s “Best Food Experiences in Charleston”
  
• Highlighted by Paste Magazine as Charleston’s “unforgettable culinary experience”
  
• Profiled in The Local Palate and Feast for pioneering “Marine Cuisine” and redefining seafood ethics
  
• Achieved consistent sold-out seatings, extensive waitlists, and national culinary recognition
  
• Elevated Kevin Joseph’s profile as both a chef and educator, solidifying Raw Lab as a cultural and environmental thought leader
  

What They Said

“Wawner Strategies didn’t just help me tell my story, they helped shape it. Their ability to translate vision into visibility was extraordinary. From the very beginning, they understood what I was building and brought it to life with the same care and creativity that I bring to my craft.”
— Kevin Joseph, Founder & Mermmelier, Raw Lab

The Takeaway

‍As Wawner Strategies’ first client, Raw Lab became a defining story, one that set the tone for everything to come. Through authenticity, strategy, and storytelling rooted in purpose, the partnership proved that visibility built on truth doesn’t just grow a brand, it creates movement.