SMQ
Ulrieke Rütter
A new Start-Up wanted to push their business beyond the flames in the BBQ Industry by focusing on catering smoked food on the BBQ. The entire Brand Strategy, name, tagline, voice, personality and design was needed from us.
Because the focus is on smoked food and we wanted to position the brand as current and modern, the name is an abbreviation of SMOKE = SMQ.
The personality of the brand is easy, straight to the point and fun, which aligns to the Values of the brand. The tagline had to reflect it and is 'Simply enjoy it!'
As one get food that's cooked with hot or cold smoke we decided to use a colour palette that consists of a warm red and orange and a cold grey. The typography communicates easy, straight to the point and the decorative typeface that is more fun and enjoyable. The style of photography must be enjoyable with the shadows more blue (representing the cold smoke) and the highlights more orange (representing the warm smoke). It is as easy as, sit back, relax and enjoy.
