Hickory
BBQ & Smokehouse

Web Responsive Design & Branding

Hickory, a beloved family-owned BBQ restaurant in the Hudson Valley since 2002.

* Pitch work

My Role

Research
Creative strategy
Art direction
Brand identity
Content design
Visual storytelling

Problem

With the recent influx of city residents to upstate areas, Hickory sought to evolve their business to meet the highest standards of food quality, sustainability, and dining experiences. However, while their tasty BBQ dishes had earned them a solid local reputation, their visual identity didn't fully reflect their commitment to excellence, leaving them in need of a brand overhaul that would attract new customers without alienating existing ones.

Process

To tackle this challenge, we explored Hickory's competitive advantages, such as its prime location as a gateway to ski country and its convenient catering solutions. Recognizing the shifting demographics in their local communities, we identified three key customer segments:

Outdoor enthusiasts seeking post-adventure dining experiences
Event hosts in need of seamless catering solutions
Residents craving familiar comforts and nostalgic dining experiences

With these insights, we crafted a strategy to revitalize the brand's story and engage with each target audience effectively.

Ravenous

Hungry outdoor adventurers are eager to discover local flavors, seeking excitement, and craving a hearty meal after a day of extreme sports. They can enjoy the comfort of a rustic roadhouse setting while relishing every dish on the menu, rewarding their outdoor achievements with delicious and comforting BBQ meals.

Memorable

Party hosts seeking hassle-free catering options aim to dazzle their guests with a memorable dining experience. Impress guests with perfectly cooked BBQ dishes that showcase bold flavors and culinary craftsmanship. Transform the event space into a culinary haven with a skilled grill master and an array of delectable BBQ offerings.

Nostalgia

Newly settled suburban residents eager to explore local dining options with a focus on quality ingredients. Reconnect them with the simple pleasures of dining in a neighborhood eatery, evoking feelings of warmth and nostalgia. Provide hearty and comforting dishes made with care and attention to detail, using fresh and locally sourced ingredients.

Solution

Our solution began by reimagining Hickory's logo, capturing the essence of their business while paying homage to their heritage. This redesigned logo combines tradition with a modern flair, resulting in a memorable, iconic, and easily recognizable symbol. With elements of confidence, simplicity, and a touch of whimsy, it perfectly embodies the spirit of the grilled food industry and seamlessly translates across both print and digital platforms.

In addition to the logo, we introduced a fresh color palette inspired by Hickory's dedication to quality ingredients and homemade sauces. Complementing these visual elements, we selected a bold, primary typeface that mirrors the organic shapes of food, infusing the brand's messaging with a playful yet natural feel.

To enhance the overall brand experience, we revamped the website, allowing Hickory to better tell its story and mission. By showcasing the care and attention put into each dish and emphasizing the use of locally sourced ingredients, we created a platform that truly reflects the heart and soul of Hickory's culinary journey.

Result

A cohesive brand identity and website that are not only attracted new customers but also resonated with existing patrons, cementing Hickory's position as a top destination for authentic BBQ experiences in the Hudson Valley.