SOUTHERN SMOKE FOUNDATION

THE ASK
Founded by James Beard Award-winning chef Chris Shepherd, Southern Smoke provides funds to F&B workers in moments of stress or crisis. They came to us for a rebrand that reflected their good work and warmth.

THE ANSWER
Our team quickly refreshed the brand during a barbecue-filled, two-week sprint in Austin. After writing the verbal identity, I rewrote Southern Smoke’s site, signage, and merch in time for their annual food festival/fundraiser.

THE IMPACT
In the year after the rebrand, Southern Smoke saw a 24% increase in donations—all of which went directly back to F&B workers. A sweet end to a satisfying project.

Table comparing challenges and opportunities for mental health organizations in the F+B industry. Challenges include reluctance to ask for help, difficulty recognizing mental health issues, and lack of diversity in support. Opportunities include empathetic language, open discussions, clear descriptions of help, demographic diversity, and authentic branding.
A chef uses tongs to cook a piece of meat on a grill with open flames and smoke in a professional kitchen.
Sample of Southern Smoke Foundation verbal identity on a black background with white text highlighting the food and beverage industry's demands and challenges, and offering support.
Sample of Southern Smoke Foundation verbal identity and website reading, "When you reach out, we reach back." Illustration of two hands clasping in a handshake, with text about emergency relief funding.
A donation webpage for Southern Smoke Foundation. It includes gift frequency options (monthly or one-time) and gift amount choices ($35, $50, $100, $250, or custom). There is a checkbox for dedicating the gift in honor or memory of someone.
A person wearing a yellow Southern Smoke Festival t-shirt with a graphic of a hand holding a sign that says "Eat Well Do Good."
Webpage of Southern Smoke Foundation with illustrated, diverse group of food service workers and volunteers preparing and serving food, with text about helping those in need.
Message of gratitude from Southern Smoke Foundation to supporters and donors, thanking them for their help and generosity in supporting those in the food and beverage industry.
Collage of website pages for the Southern Smoke Foundation, featuring program information, a donation counter, maps, events, profiles, and articles, with yellow and white color scheme.
Black background with white text that moves from left to right, alternating "Southern Smoke Foundation" and "Southern Smoke Festival."
Close-up of a hand with a watch reaching to touch a pint glass filled with beer, sitting on a wooden coaster on a table, with "SSF22" logo on the glass, an abbreviation for Southern Smoke Festival 2022."
Collection of stickers promoting the Southern Smoke Festival, including illustrations of a smoker, a woman grilling, a hand holding a BBQ brush, a sign saying 'Eat Well Do Good,' a 'Sorry! We're Closed' sign, and a thank you note, all on a wooden surface.
Chris Shepherd and Gail Simmons posing together at the Southern Smoke Festival with a stage and festival banners in the background.
Group of people representing Southern Smoke Foundation on stage holding a large check at an outdoor event with a dark background and stage lighting.
A simple illustration for Southern Smoke Foundation of a white shopping bag with the words "Thank you" repeated multiple times in yellow, and a black arrow pointing downward through the words, set against a yellow background.

Partners
Branding Agency: Principle
CDs: Carissa Hempton, Elizabeth Kelley, Erin O’Connor
Designer: Drake Preston