The Smokey Bones business was struggling. Smokey Bones had cycled through multiple definitions of their brand (both strategic and visual) in the last decade - mountain lodge, BBQ, boneisms foraying into male chauvinism, etc. A new executive team came on duty and wanted to evolve the brand and re-establish an ownable space that could be lived out consistently over the next decade. The new brand needed to demonstrate that the restaurant was extending their love for meat beyond only BBQ (where all their existing equity was) to full meat mastery.

For design we invoked the most elemental tools of meat preparation: wood, fire, sweat, grit and determination. We cooked up a whole new voice for the brand, too. Gone were the bone puns and innuendos of old, replaced by a tone that is confident, clever, and completely unashamed of the restaurant's carnivorous concerns. We brought the brand to life with a new logo, complete website overhaul, menu redesign, in-store art, and an all-new approach to their social media game.

The client is thrilled and feels like this encompasses their brand’s essence and will keep allow them to gain new traction in the market without alienating their already loyal customers. As the new branding rolls out in-store, customer sentiment has been exceedingly positive. Same-store sales have seen an 11.8% increase (2021 vs. 2019) and same-store check size vs. two years prior is up 5.4%.