Responses by Bob Schuster, creative director, Brevity
Background: The fine-casual barbeque joint Sugarfire Smoke House is currently experiencing rapid franchise growth. Part of the goal to provide a unique food experience across the United States, the primary objectives for this website are to create individual identities for all (about a dozen) restaurant locations and tell the story of the Sugarfire brand through the use of photography and graphics featuring food and people.
Highlights: The balance between the typography and the videos. It was a new and exciting experience to have direct collaborations between the design and video team to produce graphics and videos that would complement each other.
Favorite details: The organization of the restaurant locations and their associated restaurant menu pages provided a unique challenge with integrating geolocation and providing a desirable navigational user experience on the site. The finished product turned out to be a pleasant experience with organized content and clear navigation. Additionally, each location has the ability to quickly manage their own individual restaurant menus while maintaining a consistent visual experience on the front-end of the website.
Navigational structure: This website required a unique approach to navigation in order to communicate the hierarchy between brand and location content. For this, we used the traditional horizontal navigation bar for the most necessary pages— locations, restaurant menu, apparel and online ordering; we reserved the less critical content in a full-screen “hamburger” menu.