OINK & MOO BRAND IDENTITY
Oink & Moo is a barbecue restaurant and food truck business. Their goal is to bring the flavors of the BBQ belt, from the Carolinas and Texas, to the New Jersey area. While redesigning this brand, I made sure to combine the traditional Southern barbecue aesthetic, with a more playful style, as indicated by the name. For example, I spelled "barbecue" with a "q" because I thought it added to the playful nature of the brand, and I simply thought it looked better. This project pushed me to design characters in a cartoony style that I don't normally draw in, as well as expanding my workflow.
This brand overhaul is not affiliated with the original business and was not commissioned by them.
LOGO VARIATIONS
Apart from the main logo mark, I also designed a handful of alternative and secondary marks that could be used on t-shirts, around the restaurant or on the side of a food truck. I decided to give both the pig and cow characters personality and let them live on their own. I also made sure the original logo works as both a black on white logo, as well as a white on black logo.
MOCK UPS
I created a variety of mock ups to showcase what the brand could look like. The idea is that it gives context to how the brand could be applied in the real world, beyond the pink void that the original logo is trapped in. I chose to show what a hot sauce bottle, food truck, and a few merch items could look like with the brand applied.
Once I had my drawings digitized, I went through countless iterations, playing with the composition, type and color before settling on the final brand identity and logo.
PROCESS
This project took me a while to get off the ground. I spent a lot of time sketching and making mood boards in order to find what direction I wanted to go in.
Next I started to digitize my sketches. However, at first I was tempted to fully recreate the two characters as vectors in Adobe Illustrator. Eventually, I realized that there was more personality when I drew the characters by hand, so I made some high-fidelity drawings that I then took into Illustrator to be image-traced.
