Jody Worthington

Graphic Designer + Studio of One

2782

45

Killen's Barbecue

This is a job I'm currently working on for a client. Perfect timing for this class! We have established the logo since they were eager to get shirts and menus made for their pop-up restaurant. The brick-and-mortar establishment will open in a couple months, so we need to get moving on the rest of their brand identity!

I would love feedback on anything at all - the logo itself, the mood board, and especially the clarity of the brief!

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1. INTRODUCTION (8.1.13)

A. MOOD BOARD

B. LOGOS

C. CREATIVE BRIEF

BACKGROUND
Killen's Barbecue is a highly anticipated spin-off of Killen's Steakhouse, an iconic Houston restaurant. Killen's Barbecue will serve barbecue faithfuls some of the best smoked meats in Texas, and aims to rack in foodie awards and accolades across the nation.

OBJECTIVE
To create a brand identity that differentiates the establishment from its parent-restaurant, portraying it as hip and design-savvy.

TARGET AUDIENCE
Both local and visiting BBQ aficionados, those who want to experience award-winning barbecue in a casual setting. Those who are enthusiastic enough about their meal to wait 2 hours in line.

MESSAGE
"The Best Barbecue... Period!"

”I’m trying to take barbecue to a whole new level, a chef-driven level. We’re not trying to be the best barbecue in Pearland, or even the best barbecue in Houston. We’re trying to be the best barbecue.”

COMPETITION
Other Houston-area BBQ joints: Goode Company, Gatlin's, Hickory Hollow, Beaver's. Franklin's in Austin.

DISTINGUISHING CHARACTERISTICS
• The restaurant already has a cult-like following, due to weekend pop-ups in the area.
• Chef Ronnie Killen has established himself as a go-to BBQ guru, with multiple awards and accolades.
• Quality meats, local and fresh.
• "Chef-driven" cooking, using 3 different types of smokers - each featuring a different type of wood.

CREATIVE CONSIDERATIONS
• Black, white, neutrals, warm tones
• Subtle use of iconography.
•  Must reproduce well on signage, apparel, print ads, web, etc.

TONE
• Vintage-inspired
• Hip
• Modern-meets-rustic
• Friendly/welcoming

. . . . . . . 

2. COLOR (8.1.13)

COLOR PALETTE
Since the 2-color logo has already been established and approved, I need to move forward with secondary colors for additional brand design and marketing. I followed Courtney's great tips and pulled four palettes from the mood board, color-building apps, and just ol' fashioned trial and error. :)


Here is my 3-word take on each palette. Since color is so subjective, I would love to hear other opinions!

1. Rustic, Muted, Smokey
2. Americana, Classic, Trusted
3. Unexpected, Outgoing, Friendly
4. Vintage, Hipster, a more interesting take on #2

(Update 8.6.13)

I've really appreciated people's feedback, and agree that color options 3 & 4 from the original palettes work best with the vibe described in the creative brief. I can't decide between the two - I am leaning more towards option B here. Would love opinions!

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3. TYPOGRAPHY (8.6.13)

My primary type selections were pretty easy to choose, since the logo was created with modified Brandon Grotesque (a current fave!). I paired Brandon Grotesque Black with Brandon Grotesque Regular for the headline and body copy type.

Since much of the collateral for this client will be menus and signage, I know that numbers will be used pretty frequently for pricing and quantities. I like the big "2" design in my mood board, so I thought it would be cool to use a similar chunky Didone typeface for numbers only. I've chosen Bodoni Poster here. Do you think it works?

I decided I'd like to use a script for callouts and short bursts of copy, where applicable. I am not having an easy time narrowing down the style of script, as you can see here! I have created specimens of my top 8 selections - a combination of retro, brush script, and handwriting.

I'd love to hear thoughts on the best script option!

(Update 8.8.13)

Here is a quick type specimen with color applied, to see how the elements work together so far.

I decided to go with palette option B and type option 3. I felt that color option B provided that touch of "vintage" I was after, and Coffee Service in option 3 was highly legible AND had a good contrast between thick and thin lines. Brandon Grotesque has no line weight variation, so I thought it provided some nice contrast. Thanks for the input, everyone!

In my previous type explorations, I forgot to include the condensed sans serif font, Knockout (which appears in the logo, used for the word "TEXAS"). I've included it this time. I'm working with four fonts here, and it was a little tricky finding a balance between them all, but I think this just might work?

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4. GRAPHIC LANGUAGE (8.6.13)

Here are some elements I came up with for the graphic language exploration - these are my favorites of the bunch! I'm not sure if this is too much "stuff", but I do foresee future brand collateral for this client needing a large graphic library to pull from!. :)

* Rough dot pattern in a grid (inspired by the garage peg board photo in the mood board).

* Texas and "X" pattern (the wide "X"s remind me of wire fencing on a ranch, or a cattle brand).

* Dark natural wood texture / light painted wood texture.

* Notched "tag" call-outs, with angled stripes (carried over from the logo).

* Fork icon (carried over from the logo).

* Scalloped borders (inspired by the Heritage Collection tags in my mood board). These can be applied as borders or dividers.

* Diamond shape (can be used as a call-out background behind text).

* Flame shape (can be used anywhere, as an embellishment).

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4. FINAL PRESENTATION (11.29.13)

And lastly, here is my final presentation (it can also be downloaded here: http://bit.ly/1dFsrNp). Thanks so much for taking a look!

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