Up In Smoke

A simple brief; reference Americana without invoking wild-west saloons. The identity references the old garage location heritage, combining it with American car culture to create the 50s inspired icon. The building forms part of the brand where each element is surrounded and supported by a strong framework much like the rafters inside. The smoker is the inspiration behind the element in the centre of the icon.


From the team that created 8bit, Up In Smoke is a smokey venture into American BBQ in Footscray.