Big Hoffa's BBQ
Logo Redesign
A logo redesign for a pirate-themed barbecue restaurant in Westfield, Indiana. Modernizing the brand identity while maintaining the iconic pirate theme and creating a more versatile logo.
Tools Used
The Challenge
The original Big Hoffa's BBQ logo had legibility issues and felt dated. The skull imagery was iconic but the overall design needed to be modernized to appeal to a broader audience while maintaining the restaurant's distinctive pirate theme and playful personality.
The Solution
A refreshed logo that retains the iconic skull element but with cleaner lines, improved typography, and better scalability. The new design is more versatile across different applications while maintaining the bold, memorable character that defines Big Hoffa's brand.
Before & After
Original Logo
❌ Complex details hard to read at small sizes
❌ Typography competing with imagery
❌ Limited versatility
Redesigned Logo
✓ Clean, bold lines for better legibility
✓ Balanced typography and imagery
✓ Scalable and versatile design
Research & Competitive Analysis
Understanding the Market
I analyzed competitor BBQ restaurants in the area to understand common design trends and identify opportunities for Big Hoffa's to stand out. Most competitors used oval shapes or traditional BBQ imagery like pigs, making Big Hoffa's pirate theme a unique differentiator worth emphasizing.
The pirate theme needed to feel modern and approachable rather than intimidating, ensuring the restaurant still appealed to families while keeping its distinctive character.
Sketches & Concept Development
Exploring Concepts
I began with rough sketches exploring different ways to incorporate the skull and pirate theme while improving legibility. Key decisions included simplifying the skull design, choosing bold typography that complemented rather than competed with the icon, and ensuring the logo worked in both color and black-and-white applications.
Through multiple iterations, I refined the balance between playful personality and professional appeal, landing on a design that balanced Big Hoffa's unique character with a modern feel.
Brand Identity System
Logo Variations
Multiple logo variations ensure versatility across different applications and sizes.
Primary Logo
Icon Only
Reversed Logo
Color Palette
BBQ Orange
#EA580C
Smoky Red
#B91C1C
Charcoal Black
#1E293B
Parchment
#FFFBEB
Typography
Logo Typeface
Big Hoffa's BBQ
Poster Cut Neue - Bold, display-friendly font that commands attention
Header Typeface
SPECIALTY SANDWICHES
Bebas Neue - Strong, condensed sans-serif for menus and headers
Body Typeface
Pirate-Themed Barbeque & Catering
Lato - Clean, legible sans-serif for body text and supporting content
Brand Applications
Restaurant Signage
Menu & Print Materials
Merchandise & Apparel
Key Takeaways
This logo redesign project reinforced the importance of maintaining brand identity while modernizing visual language. By preserving the iconic skull element and refining the overall design, the new logo successfully balances familiarity with freshness.
Improved Legibility
The simplified design reads instantly whether it's on a tiny business card or a massive storefront sign
Versatile Identity
From menus to merchandise, the logo works everywhere without losing its personality
Brand Evolution
Loyal customers still recognize their favorite BBQ spot, but the updated look attracts new faces too