About BBQ Store: BBQ Store provides its customers with different types of grill and BBQ making equipment, related products, and accessories. The company’s physical store size is very big and is considered to be the largest one not only in Russia but in the whole region. Besides the in-store purchasing possibility, the company offers its customers an online buying opportunity through their website.

Client Brief: BBQ Store set a challenge for us to create such a branding that will attract not only older generation people but the youngsters as well. The aim was to develop a bbq-culture among the young generation to get them acquainted with modern bbq making technics and equipment.
Another important fact to consider was the client’s request to emphasize the distinguishing characteristics of the store such as its big size, seriousness, and power.

Challenges: The main challenge was to create such branding and identity which would illustrate that the BBQ Store is the largest one in the region. At the same time, as the client had requested, the brand had to convey powerful emotions yet maintain some fun and interesting elements to not dismiss the young generation. All these tricks had to be done in a precise and unique way.

Design Solution: As a result, we came up with a bull character for the BBQ Store to give the brand living associations as well as underline the power. The name of the bull is Jacob which came from the Yak bull-type name. The colors were chosen black, white, and red to present the strong power of Jacob and the brand.