Jose BBQ was created by a Brazilian client, who lives in Australia. He found in the union of Australian meat made in the Brazilian style, a unique gastronomic experience. Therefore he idealize the online butcher shop with selected cuts and a mobile restaurant, called “Meat at the Beach”, where he could connect with people throughout gastronomy.
The challenge here was to create a brand that was friendly enough to generate connections, but also to bring a premium positioning to live up to the noble meats sold on the site. All this with Brazilian and Australian references. Also, the client asked me to try to use a drawing his son made.
During the research, I looked for different aspects of the two countries that I could consider. It brought the colors of the flags, composing an extensive color palette for use in products in order to facilitate segmentation (beef, chicken, pork, fish, etc). I used two main typographies to bring the contrast of the friendly and the premium, one representing the artisanal processes and the other the high quality of the products.
The icon was created around the concept of a speech bubble and a heart, symbolizing the connection with customers; the map of Brazil, showing its origin; and also a location icon to bring the brand’s mobility concept, both in the digital part and in the pop-up restaurant.
As the brand and sub-brand are connected, we kept the same characteristics, changing only the main colors of the palette, making it easier for the target audience to understand.
