Screwhouse Barbecue
Woodfire smoked meats.
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.
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 SYSTEM & VARIATIONS
PRIMARY LOGO
SECONDARY LOGO
TERTIARY LOGO
HORIZONTAL LOGO
LOGOTYPE
STACKED LOGOTYPE
TYPOGRAPHY
Bold rugged hand drawn style paired with a clean structured look.
The brand's primary font was selected to have a rustic handmade style. They offer a Texas-style barbecue process to an industrial city called Rockford, Illinois. Their cooking style makes them distinct in the community they serve. Our goal was to connect both worlds so we chose a primary type that had a rugged personality to connect the wood they use to cook and the bold personality of an industrial community.
The secondary font was carefully chosen to provide balance for the brand by having a clean style that was legible on all materials.
COLOR SCHEME
Empowering confidence to boost self-esteem & self-love.
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.
ICON ILLUSTRATIONS
These icons became integral elements of the Screwhouse Barbecue branding. Each icon represents a part of their authentic cooking process and is used throughout the brand's assets in forms of patterns, print/digital, and merchandise designs.
PRINT MATERIALS
