How does one process the entirety of a city’s diverse cultural experience into a logo and brand? Our argument was that the brand must be honest, direct, unpretentious, slightly self-aware, a little ‘off’ and anything but corporate.
We avoided all possible cliches from the barbecue world, and chose to focus on the Spanish and French history of Texas. Then we pulled meat cut diagrams, supporting text and a strict crisp white identity system and menu set.
The restaurant experience is supplemented by wayfinding graphics and window treatments upstairs and down, including mock brand pulled from archival sources in the 1890’s–that were actually on the original building.