This project made its way across the internet over the last year, but we had to give our perspective on it.
First, the mockups and imagery are wonderful to absorb. The compositions showcase the work perfectly creating a unique sense of brand and experience.
Diving deeper, we start to pick out unique element that make the Mister G’s work shine. It starts with the focus on the letter “G.” Admittedly, the softening of the joint in the letterform continues to agitate my eye. It looks unbalanced with how thick it makes that area of the letterform. However, i get the visual nod to the BBQ sandwich and the rest of the typography is well done. BBQ is an imperfect art, so maybe we give leeway here.
Where i think this brand shines is in the marketing and advertising touchpoints. The posters are an exercise in controlled chaos which is unique on point with what barbecue truly is. It’s a command of heat and time in a controlled chaos scenario. The typography creates a strong foundation and imagery breaks that foundation up.
High flash photography makes the energy come through, but once again it’s inconsistent looking more like stock photography than a true custom shoot.
The same issues arise elsewhere with signage that looks like 3D rendering and not actualized applications. Again, it’s great to look at but is it feasible?
Same with the packaging. A BBQ restaurant wouldn’t get custom boxes like this. It’d simply not be cost effective or usable for the menu. Instead, they’d most likely use sandwich wraps and clamshells to hold the food. It’d be great to see how these are designed within this brand identity.
Overall, I love the look of this branding project, but question how much of it is actually real.
