Giving a Birmingham institution a mascot as good as its barbecue.
Brief: Full Moon Bar-B-Que has been a fixture of Birmingham since 1986, but its branding including its long-running "Moon Man" mascot hasn’t evolved alongside the restaurant's cult local following. As a self-initiated spec project, the assignment was self-directed: refresh the identity and mascot, then build out a complete art direction system that could carry the new look across every touchpoint the brand actually shows up on.
Solution: I reimagined the Moon Man mascot with more character and a visual language rooted in the restaurant's hickory-smoke, backyard-cookout identity rather than generic barbecue-brand cliché. Then extended that refreshed identity into a full 360 art direction system of packaging, signage, and campaign imagery to show what a beloved hometown institution could look like with branding built to match its reputation.