It is the first time I've had complete control over all the graphic implimentations.
The logo design defined the direction. My personal criteria was: no cartoon pigs or pictures of food. The way I actually sold the logo was to make up a story about who this Red guy was. This story is now printed on the back of the menu and pretty much defines the overall 'flavor' of the restaurant graphics and advertising. Sort of 'smart ass country chic.'
In my aversion to trying to deal with food shots of barbecued ribs (dark slabs of tire treads) and the difficulty of getting an appetizing reproduction of all that, I came up with what's now called the 'grilled logo.' I believe it's worked out to be a pretty compelling image for this venture and a great alternative to the traditional, not so compelling food shots and cartoon pigs with bibs we see everywhere else.
story
menu
