The latest addition to the Royal Caribbean culinary lineup was an ambitious one. On the surface, BBQ seems simple, but really pulling it off is deceptively hard. It needs to be authentic and bold — which was equally true of the Portside BBQ branding. We started with a clever, ownable name and designed a simple logo with a lot of personality. Stacked on a distressed plaque, the cow, pig, turkey, and chicken effectively convey the concept and spirit of the place as well as an abbreviated menu. Then we rolled out that down-home humor and approachable look and feel across signage, décor, stationery, condiments, and apparel. Every piece we created, from aprons and shirts to BBQ sauce labels, menus, and even tray liners, presents the same bold aesthetic, with witty, approachable language and a color palette that evokes the traditional BBQ experience.

Role:
Designer