Client
GRILLED MEATS & TREATS (GMT) has been a beloved food staple in Richmond, VA, since 2006. Founded by a Virginia State University graduate and New York native, the business grew from Italian ice and hot dog push carts into a thriving enterprise with multiple food trucks, a dessert truck, and catering services, known for its commitment to quality and a "Good Food, Good Mood" atmosphere.
The Challenge
Despite its local history and growth, GMT lacked a cohesive and professional brand identity. They needed a distinct logo and visual system, created from scratch, to significantly improve brand awareness and recognition across their diverse operations (trucks, carts, catering) within the competitive Richmond metropolitan market.
My Role
As the Graphic Designer, I collaborated directly with GMT's ownership to define, design, and establish their foundational brand identity. My responsibilities spanned research and strategy input, logo system design (primary and secondary marks), brand guideline creation, menu design (for print and web), vehicle wrap design, and the creation of supporting marketing materials.
Strategy & Approach
After discovery sessions with stakeholders to understand the company's roots, values, and expansion goals, coupled with research into the local competitive landscape, we developed a clear strategy. The goal was to create a bold, memorable brand identity evoking a classic American BBQ/Western feel. This approach aimed to build strong local recognition, convey energy and excitement consistent with their food and atmosphere, and provide a professional yet approachable look applicable across all their physical assets.
Design Process
• Discovery & Research: Conducted in-depth meetings with GMT ownership; researched local competitors' visual identities to identify opportunities for differentiation.
• Concept Development: Based on the 'BBQ/Western' strategy, sketched numerous logo concepts and presented iterations to stakeholders, refining the direction based on feedback.
• Design Execution & Production: Developed the chosen circular logo concept incorporating flames and the specific typeface (Zebrawood STD). Created both primary and secondary logo marks for versatility. Meticulously vectorized the final logo suite in Adobe Illustrator, ensuring scalability for applications ranging from small print menus to large vehicle wraps. Prepared and formatted all assets for various print and online mediums.
• Concept Development: Based on the 'BBQ/Western' strategy, sketched numerous logo concepts and presented iterations to stakeholders, refining the direction based on feedback.
• Design Execution & Production: Developed the chosen circular logo concept incorporating flames and the specific typeface (Zebrawood STD). Created both primary and secondary logo marks for versatility. Meticulously vectorized the final logo suite in Adobe Illustrator, ensuring scalability for applications ranging from small print menus to large vehicle wraps. Prepared and formatted all assets for various print and online mediums.
The Solution
A comprehensive and cohesive brand identity system was delivered, designed for immediate recognition and long-term use:
• Logo System: A distinctive circular logomark featuring integrated flame elements and bold, rounded text using the Zebrawood STD typeface to achieve a classic BBQ/Western aesthetic. Included primary (full) and secondary (small form) versions for versatile application.
• Color Palette: A warm, energetic palette dominated by reds, oranges, and yellows, selected to evoke excitement, appetite appeal, and align with the BBQ theme.
• Brand Guidelines: Foundational document outlining correct logo usage, typography, and color specifications for consistency.
• Key Applications: Designed visually consistent print menus, menus for their website (at the time), impactful vehicle wraps applying the new logo to trailers and food trucks, and various other marketing materials.
• Logo System: A distinctive circular logomark featuring integrated flame elements and bold, rounded text using the Zebrawood STD typeface to achieve a classic BBQ/Western aesthetic. Included primary (full) and secondary (small form) versions for versatile application.
• Color Palette: A warm, energetic palette dominated by reds, oranges, and yellows, selected to evoke excitement, appetite appeal, and align with the BBQ theme.
• Brand Guidelines: Foundational document outlining correct logo usage, typography, and color specifications for consistency.
• Key Applications: Designed visually consistent print menus, menus for their website (at the time), impactful vehicle wraps applying the new logo to trailers and food trucks, and various other marketing materials.
Results & Impact
The foundational brand identity established through this project has proven exceptionally durable and effective, remaining consistently in use by GMT for over a decade since its creation. This longevity demonstrates the success of the design in capturing the brand's essence. The cohesive visual system directly addressed the initial challenge, providing GMT with a professional and recognizable identity that supported their increased brand awareness and visibility within the Richmond region. This strong branding provided a vital foundation that contributed to GMT's significant growth from a single trailer to a prominent multi-truck and catering operation.
Mockups
