Headbangin' Barbeque
from backyard to brand
What did we do?
Strategy/Positioning
Branding
Packaging
Collateral
Swag
In 2020 Marc Brasof started smoking delicious bbq in his back yard. Needless to say it took off. He had put together a small bit of branding, when we bought some meat from him, we chatted a minute and he said he wasn't really sure about where the brand was headed. In stepped bobcat & the squid.
Inspired by old xeroxed hand done concert flyers and the heaviest of metal. Headbangin Bar-B-Que took on a look of its own. He doubled his sales in his first summer, bought a new smoker and moved from his backyard to every
ones backyard.
Where they were.
It was clear Mark new the importance of branding. However, the initial take on the brand left an unappetizing feeling and an abscence of anything 'heavy'.
Where we went.
We sat down for a few chinwags over BBQ, beers, and tunes. It was clear that "meat and metal" needed to be at the forefront of the brand. It also needed a level of accessibility for those that love meat, but not metal. We landed on a mood board of found imagery that became the corner stone brand created.
the brand
The brand needed a heavy visual. The pig with a sword through its skull is about as metal as it gets. Drawing on the grotesque images of metal posters, it needed to have that feel, but not feel so real that it turns customers away from the food. The cartoonish nature, coupled with the blackletter type, evokes the spirit of the do-it-yourself posters of the genre.
