Soul & Smoke is quickly growing into a BBQ powerhouse in Chicago. And with that success, the team at Soul & Smoke recognized a need to refine their visual system to better reflect their unique perspective on BBQ and allow for easier implementation in the myriad of social, marketing, and packaging assets they need to maintain.

We worked with Heather, D'Andre, and Sarah to evolve their existing identity to something that's more spraypaint and hiphop and less peanuts on the floor and country music. We analyzed the common visual and messaging themes in the Chicago BBQ scene to identify a tonal niche that fit their fun, warm, casual, and generous spirit.

CLIENT
Soul & Smoke

SERVICES
Branding, Strategy, Messaging, Packaging

Among the many assets that we created for Soul & Smoke, the animal characters were some of the most fun to produce. Inspired by some existing merch ("Every butt deserves a good rub"), we gave these characters a spraypainted feel for extra personality.

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