Any time we get to do a Nashville restaurant branding project in our hometown, we can barely contain our excitement. So when our clients at Hogwood asked us to brand their Nashville BBQ restaurant concept, we couldn’t wait to get started. The successful Colorado catering business was branching out to the Nashville restaurant scene and needed our help developing a strong brand that could carry the concept into a new market.
Nashville Restaurant Branding Direction
We begin our Nashville restaurant branding project with the development of a brand direction for the concept, including a visual direction and a brand story. We can then utilize it as a roadmap for the creative development of all other assets.
Hogwood’s transition from a catering business to a brick-and-mortar restaurant required the creation of a new identity that could be woven through every customer touchpoint.
We created a brand board that would reflect the soul of the brand. The images included rough wood tones, industrial hardware, aged recipe cards, wall installations, black-and-white focal tile, and a hint of mustard.
The brand story, or the basis for the messaging, came next. We met Chef Michael to learn about his inspiration. With these details and the visual direction in mind, we finalized a message that would exemplify the brand voice and provide background to the brand. The brand story provided context to the restaurant and conveyed the unique value behind Hogwood.
There are countless BBQ restaurants in Tennessee, so we needed to weave in a narrative that set this Nashville restaurant branding apart from the rest. The message? Barbecue isn’t from the south. It’s from around the world. Hogwood would introduce flavors from across the globe to infuse their smoked meats and artisan sides.