Grindstone BBQ Branding & Design
Murphy Empire partnered with Grindstone BBQ to design a bold, cohesive brand identity, full-truck signage, and promotional materials across print and web for their food truck offering their Texas-style slow-smoked meats; signature tacos, brisket, ribs, chicken, pork and more. Our goal was to create a visual system that reflects their authentic pit-master craft, roadside presence, and high-impact food experience.
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Brand Identity & Creative Direction
Our branding and creative direction focused on attitude, authenticity, and clarity. We built a visual identity system rooted in Texas smoke tradition and mobile food-truck energy — combining strong graphic form with approachable, rugged charm. Every element—from typography and iconography to layout and texture—was designed to communicate that Grindstone BBQ is serious about the smoke, but knows how to show up bold and ready.
Logo Design & Visual Language
The logo design blends completely custom logotype and wordmark, strong geometry and rustic character, creating a mark that stands out on truck sides, signage, and merch. Supporting visual language—including a versatile mark set, bold color palette, and graphic accents—ensures consistency across web, print, truck graphics, and collateral, giving the brand presence and impact wherever it appears.
Signage, Truck Graphics & Promotional Media
We translated the brand identity into large-scale truck signage and treatment, print materials (flyers, menus, posters), and web/social media visuals. Every application was designed to maintain clarity at a distance (for the food-truck environment) while staying cohesive across small-scale digital assets. The brand system ensures Grindstone BBQ looks as good on the road as it does online.
Deliverables
Brand Strategy & Visual Identity System
Logo & Supporting Mark Set
Truck & Signage Design (interior/exterior)
Print & Web Promotional Materials (menus, flyers, social media)