Realizing there was a lack of great BBQ restaurants in the Northeast (U.S.), Jake’s Franchising created a strategic partnership with a family that had a passion for just that. Based on the story that “Uncle Willie” traveled the country searching for what he could serve as the best BBQ, the intention of the restaurant is to provide guests with flavors they not only enjoy, but that also evoke nostalgic thoughts related to their own unique experiences of BBQ.

To accomplish Uncle Willie's goals, Studio D executed a top-to-bottom brand development exercise, including thorough brand imagery exploration, logo concepting and brand mark design, as well as full interior and exterior design. The result was a compelling, comprehensive brand standard that Uncle Willie’s will use to carry the concept forward into their franchise expansion plans.