Industry:
Food & Beverage
Food & Beverage
Role:
Brand Designer
Brand Designer
When:
Feb/2022
Feb/2022
Scope:
Brand Strategy, Visual Identity, Packaging, Illustration, Environmental Graphics
Brand Strategy, Visual Identity, Packaging, Illustration, Environmental Graphics
Location:
Australia
Australia
Created for a Brazilian entrepreneur living in Australia, Jose BBQ combines premium Australian meat with the tradition of Brazilian barbecue. The identity was designed to differentiate the brand from traditional butcher shops while creating a cohesive visual system for both the online butcher shop and its pop-up restaurant.
I started the project by researching the Australian market and identifying opportunities to differentiate the brand from traditional butcher shops. The strategy focused on creating a premium identity that felt approachable, memorable, and rooted in the founder's Brazilian heritage.
The resulting identity system combines expressive typography, a flexible color palette, and a symbolic logo inspired by connection, mobility, and craftsmanship. The system was designed to scale seamlessly across packaging, signage, digital platforms, merchandise, and the pop-up restaurant.
Initial packaging concept developed to establish the visual direction for future product extensions.
Inspired by the founder's children's sketches, I created a series of custom illustrations that brought warmth and personality to the brand.
From sketch to brand illustrations
Primary brand character.
Supporting brand character.
Homepage concept establishing the visual direction for the brand's digital experience.
As a natural extension of the brand, I created the identity for Meat at the Beach, Jose BBQ's pop-up restaurant. The visual system remains consistent with the parent brand while adopting its own color palette, making it instantly recognizable while maintaining a strong connection to the Jose BBQ identity.
Pop-up restaurant logo
Campaign concept
Event branding
