top of page

Rockfade Barber Lounge

Barbershop 

THE ASSIGNMET

Create an authentic brand inspired by traditional woodfire barbecue that communicates passion tastes different.

SERVICES
Brand Identity
Logo Design
Icon Illustration
Print Design
Merchandise
Social Media
BRAND STRATEGY

Screwhouse is dedicated to live wood fire cooking smoked meats, where the wood gives off flavors that aren’t possible just anywhere. They serve Rockford, Illinois - also historically known as the screw city for its industrial identity (hence the brand name). To connect with the local community, we created a brand that represents both the authentic barbecue process and the industrial influence.

No H Cristian-Screwhouse woodfire barbecue.jpg
252749283_2985603198353826_6761005624077
No H Cristian-Screwhouse Barbecue Chicken.jpg
146941785_2793900114190803_1281247654789074510_n.jpg
BRAND IDENTITY

Screwhouse is dedicated to live wood fire cooking smoked meats, where the wood gives off flavors that aren’t possible just anywhere. They serve Rockford, Illinois - also historically known as the screw city for its industrial identity (hence the brand name). To connect with the local community, we created a brand that represents both the authentic barbecue process and the industrial influence.

LOGO DESIGN
LOGO SYSTEM & VARIATIONS
PRIMARY LOGO
HORIZONTAL LOGO
SECONDARY LOGO
LOGOTYPE
TERTIARY LOGO
STACKED LOGOTYPE
No H Cristian-Screwhouse Wood.jpg
146941785_2793900114190803_1281247654789074510_n.jpg
FONT
SYSTEM

The brand's primary font was selected to have a handmade look and feel. A lot of research was done to find the appropriate font style that fit the brand's rustic personality.

The secondary font was carefully chosen to provide balance for the brand by having a clean style that was legible on all materials.

PRIMARY FONT:
CHEDDAR GOTHIC-SERIF
SECONDARY FONT:
OPTICIAN SANS-REGULAR
COLOR
SCHEME

The simplicity of the brand's black and white color scheme was inspired by the key ingredients they use to season their meats, salt n' pepper.

The signature color of the brand is Butcher Peach - this color was handpicked by scanning in the butcher paper they use to serve their food. This color is used strategically to create a distinct contrast with the brand's black & white.

PRIMARY:
PEPPER BLACK
SECONDARY:
SALT WHITE
TERTIARY:
BUTCHER PEACH
No H Cristian-Screwhouse Wood.jpg
146941785_2793900114190803_1281247654789074510_n.jpg
ICON ILLUSTRATIONS