What began as an inside joke between my brother and I is now a reality, if only as a branding concept in my portfolio. Introducing The Smokin’ Butt Brothers and their BBQ Truck.

These designs are a great example of how I like to approach branding projects, especially for bars and restaurants. I start with a central concept, explore all of the variations and directions in which it takes me, and when I’m out of ideas, I stop. And instead of using only the final design that resulted from my exploration, I save all of the near-misses and extraneous ideas in my back pocket. I think brands can, and should, be much more than just a logo.