Epic Smokehouse

Objective:
We were engaged to develop the identity and experiential graphics for Epic Smokehouse, a restaurant close to the Pentagon with focus on BBQ and American style food.

Solution:
Having a BBQ restaurant in an urban setting poses some challenges to authenticity and trust. We immediately wanted to establish trust and a sense of comfort through its identity. Even though the name already poses an absurd statement (Epic), we approached its style in a way that the consumer could relate to it and not consider it ostentatious.  The bold statement of the name did gives us the opportunity to draw a bold graphic language from the texture, scent and boldness of the food offering. Through this layer, we were able to build upon the “Epic” name and create some big gestures that enrich that word and allows people to immerse themselves in such bold and confident experience.