The company founded by world-renowned restauranteur, Danny Meyer. It includes some of New York City’s most acclaimed restaurants serving up a variety of cuisines.
Create the identity for Blue Smoke Bake Shop, focused on deserts and baked treats, an offshoot of the popular Blue Smoke barbecue restaurant. The challenge was to incorporate the original Blue Smoke logo, without corrupting the already established and successful identity.
We wanted to stay true to the aesthetic of the Blue Smoke brand, while incorporating a bit of whimsy that felt appropriate for a bakery. By adding a simplified line drawing above the logo, we were able to repurpose the original logo’s neon-inspired shape into the shape of a pie tin. Simple and fun — and looks great on a box filled with fresh cupcakes.