The Brief

The market for gourmet burgers and American style smokehouses, although very popular, has become saturated.

Smoky Boys came to us as an independent business wanting to compete with other more established chains taking influence from America’s southern cuisine and offering ‘true B-B-Q’ to their guests. Although they didn’t have the same resources as the main contenders, they needed a strong brand identity and a marketing team to help them compete.

The Strategy

We developed a brand that revolved around illustration, quirky grill icons adorning menus to takeaway bags.

We created social media campaigns that shouted out about a kitchen with a wealth of experience and focused on high-quality cuts of meat. We engaged customers used to eating at a big barbecue chain by running long-standing offers which were just as good value.


> Brand Strategy
> Concept Boards
> Branding Guide
> Menu designs

> Packaging
> Website Design
> Social media campaigns
> Animations

We'd love to hear about the plans for your brand

Speak to YellowFin’s Chief Enthusiast and Owner Guy Holmes on 01844 510043 or email

Branding Agency | Website Design Agency | London and Oxfordshire

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