TJ's BBQ Cafe is a fast-casual food and cafe business with a strong physical presence across signage, takeaway packaging, printed wraps, cups, bags, and food containers.

I designed the logo, brand identity, printed boxes, wraps, cups, bags, and packaging system. The goal was to create an identity that felt bold, casual, and easy to recognize across real cafe touchpoints.

The identity appears everywhere: on the shopfront, takeaway boxes, burger wraps, fries packaging, coffee cups, delivery bags, and customer photos. That meant the logo had to stay readable at different sizes, on different materials, and in both simple and high-contrast applications.

The visual direction needed to feel strong and direct. BBQ branding can easily become too rustic or too generic, so the identity was built around a bold badge-style logo, high contrast, and a simple color system that could work across both black-and-white and orange applications.

The primary mark pairs a badge-style emblem with a walking coffee-cup mascot, giving the brand a friendly, memorable character on top of a bold wordmark.

The identity extended into a full print-ready packaging system, cups, takeaway boxes, fries packaging, food wraps, apparel, and coffee bags, so the brand stayed consistent across every physical touchpoint.

The final identity was built to hold up outside of mockups, on real cups, real bags, and the real storefront.

The final identity gave TJ's BBQ Cafe a stronger and more consistent brand presence. The logo and packaging system now work together across the physical cafe, takeaway experience, and printed materials, making the brand easier to recognize in-store and beyond.

This project shows how branding has to survive real use. A cafe identity cannot only look good on one clean mockup. It has to work on boxes, wraps, cups, bags, signage, and quick customer moments where people notice the brand for only a second.