Project Description

Eclipse Hospitality Group was looking to add a new brand to its portfolio of f&b concepts which was new to Hong Kong, easy to execute and with a relatively low investment. The idea was to build a brand around the ‘smaller menu trend’ yet offering future diners a new yet accessible dining experience.

With no lack of ideas, but many of them not fitting the above-mentioned criteria, we were inspired by my MD’s Southern U.S roots; the meaty tradition of the BBQ. If any gastronomical treat is accessible and could give the ‘American Diner’ concept a run for its money, it might just be barbeque. The culinary tradition of cooking meat low and slow over the indirect flame has become some sort of pop culture in the US yet was new to the palate of the HK diner.

The area of the US, known as the ‘barbecue belt’ which houses four distinct barbecue traditions – Carolina, Texas, Memphis and Kansas City - and its ongoing BBQ feud served as inspiration for the menu items, name, colour usage, branding and positioning. The colours are based on the official state colours of Tennessee [Knoxville University] and South Carolina [Indigo Blue official State colour]. The name Smokey Joe’s BBQ Shack – inspired by Freddy’s BBQ Joint, a long-time favourite of Frank Underwood in Netflix hit series House of Cards – pays tribute to the lil’ mom & pop hole in the wall BBQ shops, yet clearly hints the flavour palate one can expect. The logo itself has flame & spoke elements emphasising the ‘low & slow” tradition of Southern BBQ style. Finally, in terms of positioning we decided to play off the inter-state competition of which style is truly American BBQ, hence slightly brassy the ‘The Best Damn BBQ In Hong Kong’.

To make it accessible, we offered a limited menu [4 BBQ Mains & 5 Sides/Snacks] matched with affordable pricing and complimented with four wallet-friendly daily promotions upon launch. For instance a $88/108 Lunch Specials [Small BBQ Sandwich & Cheeseburger with either 1 or 2 sides & soft drink].

The result? A loud & proud two-outlet brand and a library of brand elements including signage, branded napkins, BBQ stickers, cups, trays, staff uniforms, merchandise T-shirts, neon signage, website, marketing collaterals and more.