01
Existing Brand
The logo couldn’t change, so everything had to be built around it.
We are based in
Lancaster, PA and
work remotely.
LANCASTER
12:00:00 PM
GMT−4 · EDT
We are based in
Lancaster, PA and
work remotely.
LANCASTER
12:00:00 PM
GMT−4 · EDT
We are based in
Lancaster, PA and
work remotely.
LANCASTER
12:00:00 PM
GMT−4 · EDT
We are based in
Lancaster, PA and
work remotely.
LANCASTER
12:00:00 PM
GMT−4 · EDT
Smokn’ Aces
Restaurant Branding
An established BBQ brand with a bold personality. We expanded its existing identity into one system across the food truck, menus, packaging, signage, and merchandise, keeping the character customers already knew.
Client
Smokn’ Aces
Deliverables
Brand Identity
Services
Brand Strategy
Print Design
Environmental Design
Packaging
Smokn’ Aces
Restaurant Branding
An established BBQ brand with a bold personality. We expanded its existing identity into one system across the food truck, menus, packaging, signage, and merchandise, keeping the character customers already knew.
Client
Smokn’ Aces
Deliverables
Brand Identity
Services
Brand Strategy
Print Design
Environmental Design
Packaging
Smokn’ Aces
Restaurant Branding
An established BBQ brand with a bold personality. We expanded its existing identity into one system across the food truck, menus, packaging, signage, and merchandise, keeping the character customers already knew.
Client
Smokn’ Aces
Deliverables
Brand Identity
Services
Brand Strategy
Print Design
Environmental Design
Packaging
The challenge
The business already had an established logo that customers recognized. The goal was to build a cohesive brand system around it.
The solution
A visual system that extends the existing logo so it works across every touchpoint, stays familiar to customers, and reflects the bold flavors of the food.
The results
A unified brand experience that strengthens recognition, builds loyalty, and looks great in both mobile and brick-and-mortar settings.
The challenge
The business already had an established logo that customers recognized. The goal was to build a cohesive brand system around it.
The solution
A visual system that extends the existing logo so it works across every touchpoint, stays familiar to customers, and reflects the bold flavors of the food.
The results
A unified brand experience that strengthens recognition, builds loyalty, and looks great in both mobile and brick-and-mortar settings.
The challenge
The business already had an established logo that customers recognized. The goal was to build a cohesive brand system around it.
The solution
A visual system that extends the existing logo so it works across every touchpoint, stays familiar to customers, and reflects the bold flavors of the food.
The results
A unified brand experience that strengthens recognition, builds loyalty, and looks great in both mobile and brick-and-mortar settings.
Project constraints
01
Existing Brand
The logo couldn’t change, so everything had to be built around it.
02
Windows
The design had to work around the truck’s windows, vents, doors, and legally required identification.
02
Windows
The design had to work around the truck’s windows, vents, doors, and legally required identification.
03
Budget
Packaging and print materials had to stay cost-effective, since food trucks go through a high volume of take-home boxes.
03
Budget
Packaging and print materials had to stay cost-effective, since food trucks go through a high volume of take-home boxes.
04
Production
Files had to be optimized for local printers and suppliers wherever the truck goes.
04
Production
Files had to be optimized for local printers and suppliers wherever the truck goes.
Design decisions
01
Integration
The logo sits where it’s most visible, while the pig illustration spans the service window, so the name stays visible whether the window is open or closed.
01
Integration
The logo sits where it’s most visible, while the pig illustration spans the service window, so the name stays visible whether the window is open or closed.
02
Illustration
The logo’s illustrative style carries through all of the artwork, keeping everything consistent and print-ready.
02
Illustration
The logo’s illustrative style carries through all of the artwork, keeping everything consistent and print-ready.
03
Color Contrast
Black, orange, and red create high contrast while working with the logo’s colors.
03
Color Contrast
Black, orange, and red create high contrast while working with the logo’s colors.
04
Pattern
Hand-drawn food illustrations create a repeatable pattern used across packaging and print materials.
04
Pattern
Hand-drawn food illustrations create a repeatable pattern used across packaging and print materials.
The truck
01Window Side
Because of the service window, the logo was split into two pieces: the pig on the window and the typography below it. That keeps the business name visible whether the window is open or closed. The two-tone flame pattern clearly says BBQ while creating eye-catching contrast.
02Side View
Because it’s a character-based logo, keeping it large helps the pig stand out and makes the brand more memorable. The high color contrast carries around the entire vehicle.
Vehicle in use
Applications
Takeout Packaging
Takeout Packaging
Menus
Menus
Apparel
Apparel
Sauce Bottles
Sauce Bottles
Events
Events
Catering
Catering
Next project
Trailbound
Brand identity proposal for an outdoor exploration and lifestyle brand.
Next project
Trailbound
Brand identity proposal for an outdoor exploration and lifestyle brand.
Next project
Trailbound
Brand identity proposal for an outdoor exploration and lifestyle brand.