Craft Smokehouse is an events and catering venue dedicated to crafting traditional southern cuisine with flair. Featuring a quirky food truck extension, Craft Smokehouse was built from the ground up by our Leap creative team under a flexible identity system that can transition from high-end catering to a barbecue lunch.
Understanding that the brand had to cater to different audiences through different locations and food offerings while maintaining a smokehouse aesthetic as a unifier, Leap first created a logo system and then applied it to varied treatments, from in-house paper products and packaging, to environmental graphics, signage and a food truck wrap.
Utilizing a prize ribbon on primary branding, Leap called attention to the elevated treatment of Craft’s smokehouse cuisine. It was then applied in secondary treatments and extensions, using stylized illustrations of farm animals where audience appropriate to evoke a fun and quirky visual voice. A website was also developed to house content across all restaurant properties.