3BQ
Commissioned to create a unique logo for a Minnesota BBQ startup, the project expanded into a full branding campaign. Beginning with a detailed brand brief, we built a cohesive visual identity from the ground up that powerfully embodies the company’s core values and market uniqueness.
IDENTITY DEVELOPMENT | BRAND DIRECTION | DESIGN
We were first hired to create a unique logo for a BBQ company in Minnesota, but the project grew into a full branding effort. We started with a detailed brand brief to set a clear plan, guiding all design choices to match the company's mission, values, and market position.
We studied competitors to understand the market and find ways to make the brand stand out. We also looked at inspiring brands outside the BBQ industry to bring fresh ideas that reflect the client’s personality and connect with their audience.
The color scheme combines warm reds and oranges to feel lively and welcoming, balanced with cool greens and blues for depth and flexibility. This creates a bold yet adaptable look.
The logo is designed to be flexible. Its strong black-and-white version works everywhere and allows for different variations without losing quality. This modular design turns the logo into a dynamic system that works well on digital platforms, print, and physical spaces.
Our approach began with an in-depth analysis of competitors to map the landscape thoroughly and uncover opportunities for differentiation. Rather than simply identifying gaps, we sought to understand the emotional and functional triggers that resonate with the target audience. This foundation allowed us to craft a brand strategy that is both authentic and compelling.
Simultaneously, we broadened our perspective by exploring industries beyond BBQ—brands celebrated for their storytelling, visual innovation, and community engagement. This cross-industry inspiration introduced unexpected elements that could be seamlessly integrated, resulting in a brand identity that feels original yet deeply relatable. By channeling the client’s unique personality through these refined insights, we ensured the brand not only stands out but also fosters meaningful connections that drive loyalty and long-term growth.
Through deep competitive and aspirational analysis, the project crafts a distinctive brand identity highlighted by a vibrant color palette of warm reds and oranges balanced with cool greens and blues. The logo’s bold black-and-white design offers a versatile, consistent shape that acts as a dynamic template—transforming it from a static symbol into an adaptable, impactful element tailored for diverse applications.
