Introducing a new digital experience and a comprehensive branding system that brings the redefined brand personality to life.
Dallas BBQ has been a New York staple for years. While their brand name and the food is popular among New Yorkers, they lack a cohesive brand identity. There is no existing branding other than the logo and food images.
Our team redesigned the logo and developed branding assets as well as comprehensive branding guidelines. The new branding system is designed in a way to allow the brand to expand from a local to a national level.
Dallas BBQ’s brand purpose is to satisfy everyone’s hunger for a hearty meal, and provide a place to relax and belong.
The new logo was designed to reflect the iconic character of Texas. Rustic and bold typefaces represent the brand’s bucolic and friendly personality.
Typefaces used for the logo are Drone Ranger and Neilvard Semibold One. Marones is an additional display typeface mainly used for the tagline, and Museo Sans is used for heading and body in both print and web medium.
The new color palette was inspired by the food ingredients, and it speaks to the brand’s personality: simple, bold, and lively.
Simple line icons are used to illustrate their food items and serve as an easy and quick visual interpretation of their menu items.
We created the brand guidelines to maintain brand consistency across channels.
While keeping the brand’s rustic and bold visual personality, we expanded it to be more modern, cohesive, and flexible. The newly developed branding system focuses on the emotional effect that the brand can provide to consumers — a comforting vibe to be shared with friends and family.