PRAIRIE FIRESTRATEGY | BRANDING | DIGITAL | MARKETING
We’re not in Kansas City anymore. Prairie Fire’s mouth watering Kansas City BBQ has landed in the UK and is spreading like wildfire. Having officially set up shop in London’s White City, they needed their new brand identity to transport the grilled and griddled art of Kansas City BBQ around the world, while avoiding overused American clichés.
This brand world needed to be unified and able to be rolled-out across the restaurant interiors, packaging and merchandise to ensure that every touch-point promoted their proposition.
The visual language and copywriting emphasises BBQ cooking and simultaneously future proofs the Prairie Fire restaurant to eventually extend across other product lines. The logotype was hand crafted and inspired by moulded bent iron commonly used on a ranch.
We set out to create a brand that fully embodied the newly defined brand values we developed: Gritty, American, Community and Quality. Our original illustration style and typeface, coupled with witty copywriting, created their new brand world that is now quickly catching in the minds (and stomachs) of people across the UK.
We created a unique emblem for Prairie Fire communicating their flaming hot BBQ offering coupled with their patriotic pride in their business.
Prairie Fire is open and proudly flying their flag bringing people together over great food. Even if for the time being that means bringing households together over a tasty takeaway.
- Michael Gratz