Client, Year

Smokecraft Modern Barbecue, 2020

Services

Messaging & Tone
Logo & Mark
Identity Development
Architectural Signage
Packaging
Brand Applications

Photography

Smokecraft

Elevating barbeque to an artform

When the award-winning Smokecraft set their eyes on opening a barbecue restaurant, they asked Ashton to create a brand that reflected their passion for their craft. Inspired by the team’s mix of traditional and innovative culinary techniques, we created an identity that references, then reinterprets, the expected barbeque visual lexicon, resulting in a signature mark that Smokecraft now uses both at competitions and at their flagship restaurant.

We designed a monogram reminiscent of a branding iron to showcase the team’s dedication to the art of smoke. It appears over a textured mark to reinforce how important the process is to Smokecraft’s success. By pairing these elements with a bold color palette and modern typeface, the identity feels strong, current, and energized. 

We translated Smokecraft’s vision into three core messages, succinctly expressing the team’s dedication to their craft. Featured prominently throughout brand materials, the copy amplifies Smokecraft’s strong point of view on barbeque. 

The menu offered a high-touch opportunity for Smokecraft to educate customers on its unique approach to barbecue. Its two-part, tiered structure walks diners through the team’s process before introducing signature dishes.

To help shape the restaurant experience, we selected key strategic areas for high-impact branding moments. Some bring the drama, while others are more restrained. Together, the visual experience surprises and delights guests throughout the visit—much like a meal at Smokecraft.

Turns out, a brand this bold could not be confined in the restaurant for long. To pack an equal punch on the road, we applied the same artisan-meets-modern edge to Smokecraft’s line of signature take-home sauces.

Smokecraft’s bold identity is also on full display at competitions throughout the U.S. on its custom, all-black truck.

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