Red Dog is an American Barbecue restaurant brand in the UK which takes culinary inspiration from the deep south, specialising in slow roast cuts of meat over fire pits utilising a traditional smokers, in order to recreate the authentic cooking process.

Tasked with re-designing their website to reflect the brand’s values, and conveying the dark smoky atmosphere of eating true American barbecue, we created a new look that transports the website visitors to Red dog’s unique Universe.

The design inspiration for this project came from early 1900’s, taking cues from newspapers, advertising and signage from this period in American history, particularly the Prohibition Era. We evolved Red Dog’s brand, creating graphic assets to support the brand’s new look. This included a mysterious dog mascot to be used as a badge or as a secondary logo, paired with vintage typography as well as creating a humorously menacing illustration for their legendary Hot Wings Challenge.