Blue Smoke

After 15 years serving authentic, American barbecue in New York City, Blue Smoke decided to take its show on the road in a new, fast-casual format. Through a robust, ownable, and functional brand identity, we sought to capture the unique flavor of New York’s original barbecue institution while driving a broad appeal for all. The challenge was about preserving the brand equity and recognition they’ve earned, while shaping both the brand identity and messaging with an eye towards the future. Creative inspiration for the Blue Smoke brand identity came from our own backyard: the streets of New York City, or what we called City Sidewalk Culture. The updated logo and brand identity nods to the layers of writing, graffiti, signage, and stickers that adorn New York’s sidewalks. The Blue Smoke “sticker” system — with icons ranging from recognizable streetscape forms to the tools and tastes of barbecue — are designed to show some wear and tear, referencing the textures of both city life and the barbecue pit. Using real, adhesive stickers wherever possible lends the brand a human touch, connecting guests to the pitmasters and service staff that prepare their food. We also created practical, unpretentious, but beautifully designed to-go and catering solutions that feel true to barbecue, but still celebrate the quality for which USHG is known. Updated messaging, inspired by city sidewalk sights like souvenir tees and take-out bags, also embraces a local, tongue-and-cheek attitude. Staff uniforms and collateral emblazoned with this language empowers any Blue Smoke employee, from anywhere in the country, to champion the brand’s unique New York voice. The streets of New York City and the barbecue pit have a lot in common. They’re places of collaboration, to work hard and play hard. They’re sensorial symphonies; always something to catch the eye and imagination. The new brand aligns the values of New York and Barbecue under a single identity, helping Blue Smoke own — and share — Original New York Barbecue with everyone.