SMOKED

Nature and barbecue

SMOKED was my capstone project at Austin Peay State University, where each student was challenged to design a business that combined two distinct concepts. I chose to merge nature and barbecue — two elements deeply rooted in my Tennessee upbringing. As a Southern woman, both food and the outdoors have always been part of my upbringing. This project became more than an academic exercise; it was a reflection of heritage, connection, and the gathering power of good food shared in nature.

SMOKED was designed to be
more than a logo.

For my deliverables, I developed the logo, brand collateral, advertisements, and an event poster. The brand identity blends a cow silhouette with natural landscape elements, symbolizing the harmony between farm and environment. Clean, linear illustration highlights the simplicity of the brand, inviting people to engage more deeply as they experience the food and story behind it. SMOKED was designed to be more than a logo — it’s a sensory experience.

The collateral carries a warm, earthy color palette that mirrors the tones of wood, smoke, and soil. The advertisements highlight rich, mouthwatering imagery and textures that capture the authenticity of Southern barbecue and the tranquility of nature. This balance of bold flavor and grounded design helps create a brand that feels both inviting and intentional.

The event poster extends the brand’s spirit into the community by promoting a local camping event, a natural fit for a company that celebrates outdoor connection. The concept reinforces SMOKED’s role as not just a restaurant, but a brand that inspires people to step outside, gather, and enjoy the experience of food and fellowship.

SMOKED brought to life

On the night of the senior exhibition, I transformed my display into a full brand environment. Though set in the main hall of the art building, I wanted visitors to feel transported to the mountains. I incorporated wood-toned materials, gave away barbecue samples and spice mixes, and set up a nature-inspired banner with ambient forest sounds playing in the background. This immersive presentation brought SMOKED to life and emphasized the power of design to create emotion, place, and connection.

Ultimately, SMOKED taught me that design extends far beyond the logo. It’s about crafting an entire world for a brand to live in and be experienced.