SOUTHERN SMOKE FOUNDATION
THE ASK
Founded by James Beard Award-winning chef Chris Shepherd, Southern Smoke provides funds to F&B workers in moments of stress or crisis. They came to us for a rebrand that reflected their good work and warmth.
THE ANSWER
Our team quickly refreshed the brand during a barbecue-filled, two-week sprint in Austin. After writing the verbal identity, I rewrote Southern Smoke’s site, signage, and merch in time for their annual food festival/fundraiser.
THE IMPACT
In the year after the rebrand, Southern Smoke saw a 24% increase in donations—all of which went directly back to F&B workers. A sweet end to a satisfying project.
Partners
Branding Agency: Principle
CDs: Carissa Hempton, Elizabeth Kelley, Erin O’Connor
Designer: Drake Preston