Overview
This brand identity was created for Carolina Pit BBQ & Grill, a southern-style barbecue restaurant rooted in tradition and bold flavor. The project includes a logo, stationery kit, tri-fold menu, promotional brochure, and a detailed annual report. Every piece was designed to feel cohesive and authentic to the restaurant’s atmosphere—smoky, warm, and inviting. The identity captures the down-home charm of North Carolina barbecue with a polished, professional finish that helps the restaurant stand out. From print collateral to long-form documents, this brand system was built to grow with the business and leave a lasting impression.
Objective
The goal of this branding system was to establish a unified visual identity that highlights the restaurant’s southern roots while remaining functional and professional. Each piece—from the correspondence folder and letterhead to the marketing materials and annual report—was crafted to support both customer experience and internal communication. This design system had to reflect the restaurant’s values of tradition, quality, and hospitality, while still offering the flexibility to accommodate seasonal campaigns, promotions, and business reporting. The goal was not only to build recognition, but also to communicate reliability and long-term growth.
Approach
The design direction draws from classic BBQ aesthetics, using rustic textures, warm tones, and bold typography to evoke the experience of southern grilling. The logo features a clean wordmark with custom flame and grill elements that feel both modern and rooted in tradition. The stationery kit uses rich wood textures and strong alignment to create a sharp but welcoming look. The tri-fold menu and brochure integrate mouth-watering photography, warm yellows and reds, and clear, modular layouts to make information easy to digest. The annual report expands the system with graph elements, infographics, and a clean editorial layout—balancing professionalism with personality. Each piece uses consistent typography, color, and structure to tie everything together under a single, memorable brand.
Style Guide
Stationary Kit
Brochure
Annual Report