Smoke & Sake Brand Development 🥩

In 2021, I had the honor of partnering with Smoke and Sake, a unique Dallas-based restaurant preparing for their grand opening. The challenge was to translate their innovative concept of lychee wood-smoked BBQ into a memorable branding strategy that would differentiate them in a city filled with barbecue-focused eateries.

The task at hand was to strike a balance between creating a brand that showcased the unique, mouth-watering flavors of their food while also developing a welcoming and friendly atmosphere that would invite diners to experience something new and slightly unknown. This meant brainstorming sessions with the Smoke and Sake team and visits to the location in-progress to thoroughly understand the restaurant's core values and target clientele.

Creating a logo that encapsulated the restaurant's unique offering was critical. To highlight the simplicity of adding smoke and time to the finest ingredients, we created a seamless logo tying the shared "S" in Smoke and Sake together. The logo was designed with a bold, hand-lettered type that beautifully contrasted the wood grain interiors of the restaurant and more traditional materials, creating an eye-catching symbol with contrast and flow.

With respect to the overall branding, we sought to create an immersive and distinctive atmosphere that was inviting to potential customers. The logo's bold hues were mirrored in the branding materials and interior elements, tying everything together and providing a consistent brand identity across the restaurant.

Translating the brand's essence into the design of tangible items such as menu covers, signage, coasters, environmental graphics, and social media graphics was the next step. Each of these was designed keeping the logo and the unique color palette in mind. This ensured the restaurant's identity was communicated effectively and cohesively across all customer touchpoints.

The aim behind the branding strategy was to position Smoke and Sake as a unique, friendly, and memorable dining option in Dallas, while emphasizing their unique lychee wood-smoked BBQ. The brand messaging centered on the unique fusion of barbecue and lychee wood smoke, offering a one-of-a-kind experience to customers with a slightly adventurous or curious palette. This message was consistently reflected across all branding materials and visual identity elements, all while remaining premium and minimal.

Smoke and Sake's grand opening was received with great excitement, largely due to the distinct and enticing branding. The branding strategy successfully encapsulated the essence of Smoke and Sake, providing the restaurant with a memorable introduction in the competitive Dallas dining scene – and the smell... 🤤