Leo’s BBQ is a staple of the Oklahoma City cuisine culture. Established in 1974, Leo’s has been cooking up mouth-watering ribs, brisket, hot links and bologna for the pleasure of all who enter the building. Not only does Leo’s serve up some of the best selection of barbecued meat around, they also have delicious sweet tea that pairs well with the barbecue and, last but certainly not least, Leo’s World Famous Strawberry-banana Cake. The cake alone is reason enough to visit Leo’s, as its light, fluffy cake texture, combined with the sweet icing and strawberries and bananas will send your taste buds into ecstasy.
Now that we have determined that the food is delicious, let us discuss the Leo’s brand. To my knowledge, I do not believe the Leo’s brand has been changed or altered in the recent past. My goal in the re-brand of this locally known and loved establishment was to maintain the roots of the Leo’s name, but bring about a newness that will create more attention for the best barbecue joint in OKC. In the original Leo’s logo, a simple cursive was used. The most recent version of the logo (with BBQ in the background and crown on top) is a bit more complex than the original. The logo I have created mixes those two styles together and presents itself in a vintage fashion with a modern twist. I have kept some of the elements of the past and added “The King of BBQ” and “An Oklahoma Tradition” as tag lines, as well as a state outline of Oklahoma. This will draw in more local diners, as well as keep the out-of-towners interested in the brand and food.
Including the re-design of the logo, I have also created a new menu that is aesthetically pleasing, business cards, as well as using the new logo and tag lines to decorate the interior and exterior of the building. The creations are catered to a minimal expense budget for the restaurant, but allow the brand to show itself off and attract more business. Tying the entire brand concept together was a goal of this project, and I feel that the goal was reached on all levels.
Overall, this re-brand was not to change the integrity of the Leo’s name, but to emphasize the name, make it marketable in all aspects of branding, and build on the legacy that has been built over the last 40 years. Cheers to a successful, prosperous future for the Leo’s BBQ name!
