Angel Oak
Build an identity, story, and experience for a brand two generations in the making.
- Art Direction
- Brand Identity
- Brand Positioning
- Copywriting
- Environments
- Illustration
- Merchandise
- Packaging
- Photography
- Photography Art Direction
- Signage
- Web Design
- Web Development
Angel Oak Smokehouse is a family-owned company crafting delicious, responsibly-sourced smoked salmon.
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.
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.
The identity, story, and experience set out to reflect that vision and the spirit supporting it.
The primary logotype has a subtle serif with secondary sans serif type, with letterforms that are timeless and nuanced.
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.
Graphic elements add a touch of whimsy and nod to vintage food advertisements.
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.
An intuitive e-commerce website with vibrant lifestyle and product photography invites visitors into the Angel Oak Smokehouse world, allowing them to easily browse products, find a store near them, and meet the passionate team devoted to crafting fresh, delicious smoked salmon.
