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.