Totem Smokehouse Rebrand
Smoked salmon taken a bit too far
The Project
Totem Smokehouse is a smokehouse located in Pikes Place Market in Seattle. The purpose of this project was to create a representational logo for the name of the company. The original logo had multiple versions which had inconsistent usage. The purpose of this rebrand was to simplify the branding and attract a larger audience of customers.
A salmon textured van will make you do a double take
The three directions I initially concepted were playing with the visuals of smoking salmon, a smokehouse, and wood rings. The salmon in the flame felt a bit stereotypical for a smokehouse brand. The house gave me exciting options for patterns and room to experiment with the branding of smoked salmon.
The pattern took a look of iterating to get right. I dabbled with the idea of having the texture on the house change based on the product for a modern dynamic logo. However, the patterns for the other food products were not as easily distinguishable as the salmon nor as a popular of products.
FIN
