On & Cracking BBQ
On & Cracking BBQ is a restaurant that recently rebranded. I was tasked with refining the new branding and concepting new assets that modernized and improved the company's image.
Overview
On & Cracking BBQ is a Los Angeles based pop up restaurant that has been in business since 2019. They have recently opened a brick-and-mortar restaurant located in the heart of South Los Angeles. Therefore, the company needed a new redesign, as their old one felt outdated and had no set branding behind it. The new identity is more playful and energetic as it aimed towards all ages, while still appealing to it's previous consumers. With it's new playful geometric appearance, it still holds that rough vintage feel of classic BBQ restaurants.
The new redesign required a new logo, a new menu, social media templates, and deliverables. The workflow for each consisted of extensive mood boarding, sketching and multiple revisions before landing to the finished ideas.
The brand logo was created using the ‘Meno Display Bold’ font as a foundation. I customized each letter by making them have rugged edges, representing the rustic and sturdy features found in the wood used in BBQ.
For the colors, I decided to choose a more desaturated color palette, because the previous one was too bright and clashed with everything. I simplified the colors into two: Amaranth Red and Abaddon Black, which creates a nice contrast. The color red is often used in branding because it is eye-catching and stimulates appetite. On the other hand black, is often used to represent luxury, which is perceived as valuable. The combination of these two colors portrays a brand that is both high-quality and savory.
