Client
Mostly Smoked
Project Type
Logo Design, Visual Identity, Brand System, Photography Direction, Packaging Application
Role
Creative Direction, Identity Design, Photoshoot Art Direction, Environmental Branding
Overview
Mostly Smoked is a BBQ inspired eatery built around fire, flavor, and unapologetic personality. When the founders approached me, they had a name, a concept, and a clear passion for real, flavor forward food—but they needed a visual identity that could bring it all to life.
I was brought in to lead creative direction from the ground up. That included everything from designing the brand mark to developing packaging, directing a full lifestyle and food shoot, and ensuring the visual tone matched the smoky, handmade quality of the menu.
Creative Approach
The logo draws inspiration from classic fire branded signage but with modern boldness. A distressed type treatment nods to texture and grit—like a charred plank or the worn edge of a well used smoker. The flame icon is layered and stylized to communicate heat and motion without feeling cartoonish.
I developed a modular identity system that could scale across all touchpoints—from signage and menus to merchandise and social media. The brand colors were kept clean and direct: a deep smoke black, rustic red, and bright white to keep contrast high and message clear.
To take the experience further, I designed a custom repeating type pattern that was printed on branded butcher paper used to line food trays. The paper not only reinforces the brand with every order—it became an unexpected but powerful part of the dining experience, consistently photographed and shared by customers.
Photoshoot Direction
I also directed the full lifestyle and product shoot on site. While I collaborated with a professional photographer, I was responsible for planning the visual narrative, selecting angles, curating food styling, and ensuring the final visuals aligned with the identity system. The images showcase the boldness of the food and the brand—up close, mouthwatering, and unapologetically primal.
From glowing coals to sauce glazed ribs and signage at the storefront, the imagery was all about storytelling: heat, craft, and crave worthy detail.
Results
Mostly Smoked launched with a visual identity that matched the energy of the kitchen. The logo became a recognizable anchor for signage and digital presence, while the branded BBQ paper offered a memorable and shareable customer moment. The photography and visual assets work across all media, giving the brand cohesion from Instagram to the in store experience.
This project is a great example of how design and creative direction can shape not just the look but the feel of a modern food brand.
