Smokeworks of Cambridge specialises in low ‘n’ slow cooked food. No airs & graces, no need to book a table. The brand design needed to reflect this dining style, with an industrial style interior to the restaurant. With this in mind and knowing, bicycles are the heart of Cambridge’s image, a cog was the starting point of the idea. As the food is slow cook meats, using American style BBQ techniques, the idea of a flame forming the initials of the S and W within the bicycle cog was born. Along with the custom design font for ‘Smokeworks’, this has made a huge mark for this new restaurant in Cambridge. To accompany the brand, I also created animal icons as a pattern for the food wrapping paper and tray sheets. An alternative Christmas version was also rolled out for a seasonal twist to the brand.