Barbecue occupies a very specific territory when we’re talking about food service in America. Most brands you see might strive for convenience, new trends, new tastes, exotic flavors, or the atmosphere. But when it comes to barbecue, and working with a legend like Sam Jones, it amounts to a few simple things: tradition, history, and heritage. So when Big began working with Sam, we made sure that several key points were embedded into the created brand. Our team strived for a clean look, but one that was not polished. After all a barbecue joint should feel like a barbecue joint. We created the entire identity – from the logo and art to typography – to capture the past and the essence of tradition so that customers and consumers would savor their experience just enough to keep coming back for more.