Angel Oak

A softly blurred image showing hands preparing a meal with sliced smoked salmon on a cutting board. Fresh produce, olive oil, and a plate of appetizers sit nearby.

Objective

Build an identity, story, and experience for a brand two generations in the making.

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Services

Strategy
Positioning
Brand Development
Copywriting
Photography
Video
Illustration
Print
Packaging
Website Design
Web Development
Signage
Merchandise

A neatly arranged plate of thinly sliced cold-smoked salmon from Angel Oak. Shown on a light wood background.

A woman smiling brightly as she holds up a piece of toast topped with Angel Oak smoked salmon. She appears about to take a bite.

Angel Oak Smokehouse is a family-owned company crafting delicious, responsibly-sourced smoked salmon.

Overhead home view of a shared meal featuring Angel Oak Smokehouse Hot Smoked Salmon. The scene includes a wooden table with sliced smoked salmon served with capers, onions, and dill, artisanal bread, and wine glasses Hands are reaching in, to the frame.

Jade Brown’s Dad grew up salmon fishing, and at 16, opened his first salmon smokehouse in Maryport, England. Her Dad’s decades of hard work, craftsmanship, and an unwavering commitment to quality created a thriving business. While Jade’s career didn’t begin in the family business, over many late night phone calls with her Dad, asking questions, listening, and thinking, Jade and her husband set out to write their own chapter in the family legacy. We were thrilled when they asked us to help bring their vision to life.

Vintage photos showing the family behind Angel Oak. A young girl smiling while fishing by a pond and a man kneeling on a dock with a fishing rod, cooler, and a line of freshly caught fish.

Overhead picnic spread on a checkered cloth featuring Angel Oak smoked salmon packaging, cheese board with sliced meats, crackers, cherry tomatoes, grapes, apricots, almonds, sardines, and beverages. A small chessboard and playing cards are off to the side of the setup.

As Jade and Gantt began building their state-of-the-art smokehouse in Charleston, we explored the smoked salmon and tinned fish industries.

We were intrigued by both the origins of smoking, born of necessity to preserve much-needed food, their family legacy, and Jade and Gantt’s desire to blend traditional techniques, modern innovation, and a food-lover’s creativity.

Packaged fillet of Angel Oak Hot Smoked Salmon labeled "Angel Oak Smokehouse" on a light card backing. Text on the package includes “Ready to Enjoy”, “24g protein”, “0g sugar”, and “Smoked over Southern Oak.” in a rust color. The salmon packaging is showcased against a natural wood background.

A graphic for Angel Oak with white text on a rust-colored background reads: "OUR ROOTS ARE IN THE OCEAN A NEW CHAPTER IN OUR Family Legacy with care, craftsmanship, and great taste at the center." The word "Family Legacy" is written in an elegant script, while the rest is in clean sans-serif and monospaced fonts.

The identity, story, and experience set out to reflect that vision and the spirit supporting it.

Angel Oak Cold Smoked Salmon packaging with leaf-shaped cutouts revealing slices of salmon, displayed on a light wood surface.

The primary logotype has a subtle serif with secondary sans serif type, with letterforms that are timeless and nuanced.

Two friends laughing and playing cards while enjoying a picnic with Angel Oak smoked salmon, cheese, and crackers on a checkered blanket. A graphic overlay reads: “HOT SMOKED A great source of high quality protein, Omega 3s, Vitamin-A, D, B6, and other minerals.”

Group of friends sitting on the floor around a coffee table playing cards, with drinks and a charcuterie board featuring cheeses, Angel Oak smoked salmon, crackers and drinks in orange glasses.

Dark blue package of Angel Oak cold smoked salmon with a window in the packaging arranged like three leaves. The packaging features gold and cream text on a light wood surface.

Minimalist cream emblem featuring two mirrored fish above stylized leaves, with the abbreviation for Angel Oak Smokehouse (A, O, S) arranged around the design.

The mark celebrates the salmon themselves, as well as the family legacy. The fish tails resemble leaves which nod to the Angel Oak, an iconic live oak tree on John’s Island for which the brand is named.

A collection of seals employ the brand descriptors, nod to family history, and offer a modern spin on traditional marks. Graphic elements add a touch of whimsy and nod to vintage food advertisements.

Charcuterie-style table spread with smoked salmon, cheeses, vegetables, chips, dips, and drinks, with hands reaching in and Angel Oak packaging visible in the scene.

Graphic elements add a touch of whimsy and nod to vintage food advertisements.

Smiling man in a corduroy shirt holding a forkful of spaghetti topped with Angel Oak smoked salmon, looking off to the side.

Smiling woman holding a slice of bread topped with Angel Oak smoked salmon at a candlelit table, wearing a striped shirt and a striped scarf.

Angel Oak Hot Smoked Salmon packaging with leaf-shaped cutouts revealing slices of salmon, displayed on a light wood surface.

The brand design comes beautifully to life in a variety of packaging for the growing product collection.

Fish tail die cuts entice customers with peeks of the vibrant pink salmon within. Each package contains a resealable interior pouch to keep the product fresh and ready to enjoy.