Moe’s Original BBQ

OPPORTUNITY

Moe’s Original BBQ came to 970 Design in the summer of 2019 with a unique request: they had a sterling brand that had expanded from a small operation in the mountains of Vail to more than 60 locations worldwide. After decades of growth, they realized their brand storytelling had become diluted. They wanted us to help re-evaluate all aspects of their marketing, but not in a way that was dismissive of the brand’s long-standing identity. This project wasn’t a rebranding but a revitalization.

APPROACH

970 Design understood the goal and knew we needed to guide Moe’s Original BBQ back to its roots and the three pillars of what created such a loyal base of customers: hard work, friends and family, and really good BBQ.
We created a brand that was indicative of that mentality, with uniforms that evoked the hardworking philosophy of the company’s founders, signage that was expressive of the fun-loving, welcoming personality of the brand, and iconography that showcased the unique lineage of Moe’s with roots that trace back to both Vail Valley and Alabama.