4 Million
UNIQUE VISITORS
$89K
REVENUE
1.7K
ORDERS
Moes Orginal BBQ invites guests to drink and dine in a timeless, social setting. The brand comes to life through the legacy of Moses Day a legend of Alabama BBQ. Photography is dark and relaxed, showing the curious side in us all, and like the copywriting, never taking itself too seriously. Ingredient art direction captures a raw stripped-back approach to cooking. Moes BBQ is an invitation to a simpler time. To imagine what is possible when we champion time spent with friends over everything else. A place for everyone both in person and online.
Building off Moes BBQ rich heritage, Creative Trajectory evolved the revered BBQ franchise with an updated visual identity, a new brand direction, a clear tone of voice, and authentic art direction.
Branding
Moes falls into the Quick-Service and Fast Casual Restaurant category, but it’s food is anything but Quick smoking starts at 6 am every morning for an authentic BBQ experience. In our process, every asset and interaction must support the story and enhance the overall experience. We used the textures and palettes from the food to enhance the online experience and brand story.
We optimized the mobile site with an improved scaling experience and all the information users would need to know to get their BBQ fix.
We started by looking at site analytics and user behavior. Our insights from these analytics informed our approach to the user experience, starting with the homepage. We made sure the guest was directed to the restaurant page closest to them at the time of using the site. We redesigned the landing page to provide all the pertinent information as simply and efficiently as possible.
To better understand the environment that Moes exists we studied the Gartner Digital IQ Index of Fast Food to better understand how the modern consumer interacts with food brands