After 15 years serving authentic, American barbecue right here in New York City, Bluesmoke is taking its show on the road in a new, fast-casual format. Through a robust, ownable, and functional brand identity, we sought to capture the unique flavor of New York’s original barbecue institution while driving a broad appeal for all.
Today, with the brand’s expansion, we helped them craft a more intriguing promise: bringing Original New York Barbecue to everyone. Inspiration for the brand came from our own backyard: the sidewalks of New York City. The new logo and visual language nods to the layers of writing, graffiti, signage and stickers that line our streets—they reveal the unique identity and creativity of the people who live here. The challenge was about preserving the brand equity and recognition they’ve earned, while shaping both the brand identity and messaging with an eye towards the future.