Rebranding / E-commerce
Transforming taste: the rebranding of Addy's Barbeque
Overview
A rebrand for an intimate Baltimore food joint — new logo, menus, food photography and a website homepage — to attract more customers and tell the owners' story through design.
- Role
- UX Designer
- Project type
- Freelance
- Duration
- 1 month
Background
Addy's Barbeque is a cozy eatery in Baltimore, started by two friends with a shared passion for food. Known for mishkakis, flavourful chicken sandwiches and exceptional chai, it has become a local favourite.
Co-owner Mohammed wanted the brand to match the cool, contemporary vibe of the place. He asked me to redesign the logo and menus, and to shoot photographs of the food for social media.
The brief
“I want our branding to reflect the heart of our barbeque experience — something that immediately resonates with customers and leaves a lasting impression.”
Design approach
Food photography
Mind map
I broke the project into key areas — research, branding, food photography and design process — so every task, from logo to social content, had a clear path to the goal.
Understanding customers
Visual identity
The mood board drew on smoke, red hues and grills. The palette — #A94938, #F0BC68, #DFD8AA, #AAB8BB, #F5D1C3 — reflects their warm cooking style.
Results
- User-friendly website and menu: easy access to a catering menu with filters for dietary needs and portion sizes.
- Personalised ordering: customisable orders and saved favourites for quicker repeat purchases.
- Order tracking: real-time status and automated notifications.
Learnings
Working with a small business taught me how important it is to engage with owners to capture their essence. Close collaboration revealed their aspirations, and the final design tells a story that authentically represents Addy’s.