John Lewis' cult-like following can be attributed to his unerring dedication to barbecue – from welding his own custom-designed smokers to waking up at 4 a.m. to tend to the fire, he takes his meat seriously. Hailing from Austin, TX where beef is king, John set out to introduce Charleston to the great world of Texas barbecue.
We were tasked with simple instructions. Think Texas Chainsaw Massacre meets Laverne and Shirley.
The identity uses bold typography and a palette inspired by the rural roads of West Texas. Horseshoes were integrated throughout the project, from the interior walls to the handles on John's smokers.
Hand-painted signage was used to contrast the modern interiors.