Description:

A grungy BBQ joint in Kohimarama, you say? While it seems like a ridiculous idea, Downlow BBQ has quickly become a beloved establishment by hungry youths and Kohi conservatives alike.

With limited physical space, Downlow uses a fast-food hybrid model, sourcing the barbecued meats from an external supplier and assembling the meals and sides in a smaller kitchen on site. The small space also means limited room for casual dining, making pickup and Uber Eats sales the preferred option (cue the younger generation).

With key brand words ‘confident, time-honoured and casual’ the brand combines visual cues reflecting the idea of the fast-food model meeting the 'low & slow' world of barbecue.

Nostalgic mid-century type and layout borrow from classic ‘Americana’ barbecue joint branding, while the classic red, white and blue palette references the USA, home of BBQ. A supplementary grid pattern nods to the grilling racks that produce the goods, and product photography is both confronting and seductive.

Referencing classic fast-food restaurant brands, Downlow’s palette is restricted to flat but vibrant primary colours. Typography in both the wordmark and supporting text is clean and classic, while illustrations pump up the personality and provide a bit of comic relief. Complete with its gaggle of greasy friends the hero icon, a running kettle barbecue, provides the perfect symbol for what Downlow is all about - indulgent, slow-cooked, meaty goodness, served fast and with a playful attitude.

Developed synonymously with Downlow’s spatial design, brand graphics complement the rustic, weathered materials in the fitout. The hand painted logo on the distressed concrete wall, the neon sign and the stamped takeaway bags point to traditional barbecue joints, while the lightbox streetfront signage and modern Organetto wordmark modernise the brand in-situ. Functional diner-style menu boards not only fit with the nostalgic ‘Americana’ vibe but allow for the client’s easy revision.

Chosen for its reference to traditional ‘low & slow’ cooking of barbecue meats, as well as a tongue-in-cheek acknowledgement of the indulgent (kinda grubby) nature of their food, the name ‘Downlow’ plays on the idea of the restaurant being a guilty pleasure - “Keep it on the down low.”

In a careful balance of the crack up and the authentic, Downlow BBQ’s brand pitches to the perfect middle ground between Gen Z and wealthy Boomers.