How do you bring American low-and-slow BBQ to Melbourne? By building a bold identity with as much personality as the food.
CREATIVE DIRECTION
PACKAGING DESIGN
PRINT & COLLATERAL
SIGNAGE
Big Boy BBQ pioneered American-style BBQ in Melbourne, bringing the traditions of low-and-slow, hickory-smoked barbecue to the city. The brand pairs an unmistakably American attitude with a bold, character-driven visual identity.
Working closely with founder Lance Rosen from the conception of Big Boy BBQ to create the complete visual identity for one of Melbourne’s pioneers of American-style low-and-slow BBQ. Inspired by Lance’s obsession with authentic American barbecue and his travels through the US, the identity was built to feel bold, characterful and unmistakably Big Boy. The full brand system extended across identity, packaging, print and restaurant applications, creating a distinctive visual language grounded in the personality, authenticity and larger-than-life attitude behind the brand.
FROM SMOKEHOUSE TO SHELF.
We created packaging for Lance’s range of sauces, rubs and pantry products, taking the personality of Big Boy BBQ beyond the restaurant and into a retail range made to sell online and at home.
