An early design and marketing consultant posted on her blog: "I remember sitting in the Wilmer family's kitchen debating possible names until everything sounded like a blur. I got routine emails from Matt, asking for my opinion of logos [that] looked nearly identical except for a few hairline changes that made a monumental difference. Should the crab have eyes? How can we make it classy and fun, yet not too cartoon-esque? Matt and Kevin went through numerous manufacturers, comparing fabric samples to their favorite worn-in T-shirts to determine what they wanted to use in their product."