Branding, design & website for an artisan burger restaurant.

A New challenge, & New Brand Identity

We started working on the visual identity and interior signage with the team at SMOQE at the beginning of 2020, before any of us knew what the year ahead had in store. It would prove to be a challenging time for everyone, but in many ways, it enabled us to build a solid and productive working relationship with the family-run business. 

The very early stages of the project involved naming sessions and identity workshops to realise their brand story. The owners love to travel and have a passion for food, and they wanted to recreate their favourite American-style smoky BBQ foods. These early sessions quickly established a visual identity concept centred around the Q in the unique spelling of the company name. In addition, the colour palette and typography take inspiration from the brand’s values. We then worked up the new design into a complete visual identity, and brand language across store designs and packaging creation as the restaurant started to take shape. 

"The team were great. They helped us realise our different ideas, and gave the vision it's shape. Everyone keeps telling us how well our brand stands out on the high street."
Clare Tierney
Owner - Smoqe

Interior Design & Exterior Signage

The design for the store presented its own challenges. As a corner unit and with limited space, the store design needed to quickly establish Smoqe as a presence on Rochester High Street and enable the team to seat a range of dining customers while maximising the covers.

We designed an eye-catching light feature for the interior of the main space, which is visible from the street and draws visitors inside (it’s also a social media hit with local influencers). The signage and exterior graphics for the restaurant extend the character and clean lines of the brand identity while still packing plenty of personality.

Website & Social Channels

Opening during the lockdown was a challenge and meant Smoqe’s initial presence needed to pivot to digital. So we created a clean, easy to navigate website which showcased the menu and range of dishes available for takeaway. Integrating with their new POS and ordering system, the website quickly grew, while the social media channels used fresh imagery to showcase the food and customer experience.

SMOQE is fully established as a popular destination on Rochester High Street, and we continue to support the business with its ongoing marketing and social media activity. The next phase in the story is to begin shortly, with a planned expansion to the restaurant for Summer 2022, which will double the space and number of covers available. Exciting times ahead!

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Dragon IS

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If you’re wondering where next? for the story of your brand, business, or campaign, we’d really love to hear from you. So let’s talk…

Found This Interesting?

If you’re wondering where next? for the story of your brand, business, or campaign, we’d really love to hear from you. So let’s talk…