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Big Sur Smokehouse is a barbeque spot on Highway 1, in one of the oldest existing structures in the mystical town of Big Sur, California. The original homestead was restored and renovated in 2018 to house the new restaurant concept. Slinging grilled and smokey treats to locals and tourists alike, Big Sur Smokehouse is now a staple in Big Sur—where the road bends and it smells like goodness.

Project Scope:

Visual Identity

Creative Direction

Natural Wonders

In the spirit of design and style in Big Sur, we kept things simple and natural for the creative direction. A graphic illustration of the red homestead serves as the centerpiece for the visual identity, supported by clean and bold type treatments, reminiscent of trail maps and national park graphic design. The color palette was inspired by the natural wonders of the area: hiker’s green, winter water, Post House red, soil.

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