Illustrator and Animator
Logo / Stationary / Website / Menu / Ad Campaign Design
Background: Smitty’s Market is a traditional Texas barbeque restaurant in Lockhart, Texas. It is a family owned business that has been around in the same location for more than fifty years. Smitty’s is very traditional in the way they do things and are often praised for smoked meats; all comes “directly from the pitmaster” and is “served on butcher paper” amid “hallowed smoky brick walls”, where the strict “no sauce, no plates, no forks” policy is alive and well. They have been doing things the way that they have been doing for so long that it has become second nature to the locals.
Logo Concept: The complete rebrand starts off with the logo that brings in elements of what the restaurant is famous for (their spicy sausages) with a modern spin with the badge style logo and stacked typography.
Stationary System Concept: The stationary system features the use of the wood grain texture to bring in the concept of what Smitty's Market is all about: their meat and how they smoke them.
Menu Concept: The menus are meant to be printed on butcher’s paper because that is how the food has been served at Smitty’s for half a century. In addition, Smitty’s Market usually has long lines so the menus would also serve as a tool that the customers could utilize while waiting in line.
Website Concept: With the website, I wanted to give the viewers a glimpse into their traditions and history with the use of vintage photography, but in a modern and simple to navigate way.
Advertising Campaign: The concept for this is solely based on the fact that Smitty's Market is extremely famous, so a huge line is not uncommon, and they run out of food early often. So, you literally have to get to Smitty's early to get some food. To illustrate that concept, an image of grease stains in the shapes of a pig's and cow's head were used to demonstrate the messiness of the food and gives the viewers a sense of urgency, to actually make them hurry up before the food is gone.