Jose BBQ was created by a Brazilian client living in Australia. He discovered that combining Australian meat with traditional Brazilian barbecue style offered a truly unique gastronomic experience. From this idea came an online butcher shop with selected cuts and a mobile restaurant—aptly named Meat at the Beach—designed to connect with people through food.
The challenge was to design a brand that felt friendly and approachable enough to spark connections, while still reflecting a premium positioning worthy of the high-quality meats offered. The identity also needed to incorporate both Brazilian and Australian references. Adding to the brief, the client asked me to explore using a drawing made by his son.
In my research, I explored elements from both countries and translated them into the visual system. The colors of the flags were brought together into a broad palette, allowing segmentation across product categories (beef, chicken, pork, fish, etc.). Two typefaces were chosen to reinforce the brand’s dual character: one highlighting artisanal tradition, and the other emphasizing premium quality.
The icon combines several layers of meaning: a speech bubble and a heart to symbolize connection with customers; the map of Brazil to reference the founder’s roots; and a location pin to reflect the brand’s mobility, both digitally and in its pop-up restaurant. Since the brand and sub-brand are closely connected, we maintained consistent design elements, shifting only the main palette colors to make segmentation clearer for the target audience.
