Concept Sketchbook

Sketching is a fundamental part of my process and general philosophy towards life. It’s the fastest way to prove concept and move on. In this phase you just need to let the sketches organically lead you from theme to theme. Eventually through iteration you will land on something and then bring it into a full typography exploration.

Concept Sketchbook

Sketching is a fundamental part of my process and general philosophy towards life. It’s the fastest way to prove concept and move on. In this phase you just need to let the sketches organically lead you from theme to theme. Eventually through iteration you will land on something and then bring it into a full typography exploration.

Logo System Exploration

I landed on this logo mark in the end because it's abalance between the symmetrical Roman design motifs inherent to the core concept and the bold type style of modern barbecue branding trends. Additionally, aside from it being symmetrical and structurally solid, it has good bones to develop a system that accommodates for relevant extensions and potential activations.

Logo System Exploration

I landed on this logo mark in the end because it's abalance between the symmetrical Roman design motifs inherent to the core concept and the bold type style of modern barbecue branding trends. Additionally, aside from it being symmetrical and structurally solid, it has good bones to develop a system that accommodates for relevant extensions and potential activations.

Brand Icon

The “barbecue cherub”, as I came to call it, embodies the pure, pristine aesthetic, subverted by messy barbecue sauce drips. The cherub is the only brand element that leverages color, showcasing it through the sauce drips. It was illustrated in a vector brush style that feels controlled but still has some varying stroke weight to make it feel a bit more organic.

Brand Icon

The “barbecue cherub”, as I came to call it, embodies the pure, pristine aesthetic, subverted by messy barbecue sauce drips. The cherub is the only brand element that leverages color, showcasing it through the sauce drips. It was illustrated in a vector brush style that feels controlled but still has some varying stroke weight to make it feel a bit more organic.

Brand Voice

A brand’s voice is one of its most powerful weapons and now that the brand had a crafted personality, it was time to hear it speak. “Too Tempting” perfectly captured the character of the brand and this became the primary brand tagline. This was followed by a secondary tagline “Forbidden Probably” which seemed like an organic compliment to the primary. Like an interchangeable messaging system.

Brand Voice

A brand’s voice is one of its most powerful weapons and now that the brand had a crafted personality, it was time to hear it speak. “Too Tempting” perfectly captured the character of the brand and this became the primary brand tagline. This was followed by a secondary tagline “Forbidden Probably” which seemed like an organic compliment to the primary. Like an interchangeable messaging system.

Brand Iconography

As the system continued to develop, I extended the icon illustration style to an iconography set for use across the entire brand gamut, in print on menus and packaging, in digital on the app or in a brand tapestry. They can be used for functional and decorative purposes. Here I show how I go from light pencil sketches to finished vector.

Brand Iconography

As the system continued to develop, I extended the icon illustration style to an iconography set for use across the entire brand gamut, in print on menus and packaging, in digital on the app or in a brand tapestry. They can be used for functional and decorative purposes. Here I show how I go from light pencil sketches to finished vector.

All of the icons were designed in a 24 x 24 pixel grid for spacial consistency across all mediums and stylistically allude to the brand icon in terms of organic stroke weight.

All of the icons were designed in a 24 x 24 pixel grid for spacial consistency across all mediums and stylistically allude to the brand icon in terms of organic stroke weight.

Color Pallette

Color isn’t used much in this brand but when color is used it is used sparsely and purposefully. The colors allude to the sauces used in barbecue as well as a general barbecue ingredients.

Color Pallette

Color isn’t used much in this brand but when color is used it is used sparsely and purposefully. The colors allude to the sauces used in barbecue as well as a general barbecue ingredients.

Brand Icon Tapestries

Patterning brand icons is a great way to explore the texture of a brand identity. Repetition allows branding to take on new life and weave numerous elements together. We can see the brand color palette come into play here as well. Tapestries tell their own stories.

Brand Icon Tapestries

Patterning brand icons is a great way to explore the texture of a brand identity. Repetition allows branding to take on new life and weave numerous elements together. We can see the brand color palette come into play here as well. Tapestries tell their own stories.

Modular Menu System

Acting similar to a responsive website across different breakpoints, the menu design is meant to be as versatile as possible in order to work gracefully in both physical and digital mediums. This includes packaging, signage and the mobile app.

Modular Menu System

Acting similar to a responsive website across different breakpoints, the menu design is meant to be as versatile as possible in order to work gracefully in both physical and digital mediums. This includes packaging, signage and the mobile app.

Cherub Detail Illustrations

These cherubs are meant to be used at larger scale (billboards, food truck, etc.) while the cleaner brand icon is meant to exist at smaller scale and more closely associated with the logo mark. By pushing on the art direction style I was able to take the humor of the brand even further than before.

Cherub Detail Illustrations

These cherubs are meant to be used at larger scale (billboards, food truck, etc.) while the cleaner brand icon is meant to exist at smaller scale and more closely associated with the logo mark. By pushing on the art direction style I was able to take the humor of the brand even further than before.

Brand Textures

The two swatches below act as the textural backdrop to the brand identity in specific marketing communication scenarios.

Brand Textures

The two swatches below act as the textural backdrop to the brand identity in specific marketing communication scenarios.

Food Truck Design

The SIN ST BBQ food truck is decked out with 3D sculptural cherubs affixed to (fake) marble columns on both sides of the truck as well as a chrome cherub hood ornament. This mobile meat station is sure to make a splash on the food truck scene.

Food Truck Design

The SIN ST BBQ food truck is decked out with 3D sculptural cherubs affixed to (fake) marble columns on both sides of the truck as well as a chrome cherub hood ornament. This mobile meat station is sure to make a splash on the food truck scene.

Packaging Design

When designing the brand packaging, I tried to maintain elements of symmetry and solidity, treating the package as if it were actually a block of marble. To keep the brand icon hovering above the logo it’s being used as a pop-handle that rests on top.

Packaging Design

When designing the brand packaging, I tried to maintain elements of symmetry and solidity, treating the package as if it were actually a block of marble. To keep the brand icon hovering above the logo it’s being used as a pop-handle that rests on top.

Ordering App Design

The ordering app is a key component of the brand ecosystem that ties almost all of the elements together to deliver a holistic, cohesive experience that’s reflective of the brand personality. In addition to a order purchase flow there are other unique features that also add new dimensions to the brand story. Here are a few designed screens from the app that capture some of the key features of the user journey.

Ordering App Design

The ordering app is a key component of the brand ecosystem that ties almost all of the elements together to deliver a holistic, cohesive experience that’s reflective of the brand personality. In addition to a order purchase flow there are other unique features that also add new dimensions to the brand story. Here are a few designed screens from the app that capture some of the key features of the user journey.

Out-of-Home Executions

Here are some examples of how the brand extends to out-of-home media such as billboards, bus shelters and in wild postings. It’s out here in the world where you can truly start to see how the brand spreads its metaphorical wings through different brand asset combinations and placements.

Out-of-Home Executions

Here are some examples of how the brand extends to out-of-home media such as billboards, bus shelters and in wild postings. It’s out here in the world where you can truly start to see how the brand spreads its metaphorical wings through different brand asset combinations and placements.

Brand Apparel

Exploring brand apparel design is a unique opportunity for deconstruction. Similar to Out-of-Home media, the brand can payoff in unexpected ways depending on the application. Brand elements can be mixed, matched, duplicated and separated endlessly depending on the assets at your disposal.

Brand Apparel

Exploring brand apparel design is a unique opportunity for deconstruction. Similar to Out-of-Home media, the brand can payoff in unexpected ways depending on the application. Brand elements can be mixed, matched, duplicated and separated endlessly depending on the assets at your disposal.

Print Identity

This light print identity exploration demonstrates how the reduction of brand elements can still capture its essence. This is characterized through the sparse sauce spatter motif and subtle use of the grill hatch pattern locked to the bottom of the letterhead.

Print Identity

This light print identity exploration demonstrates how the reduction of brand elements can still capture its essence. This is characterized through the sparse sauce spatter motif and subtle use of the grill hatch pattern locked to the bottom of the letterhead.