Project: Evolving Gunpowder into a dining space/food truck brand.

Agency: R+R

Mission: Create an identity for the brand.

Hats worn: Creative direction, raconteur, wordsmith, strategist, account management…all the hats, dude.

What was Ryan thinking? Where there’s smoke, there’s fire. And Gunpowder (check out the Gunpowder goods if you haven’t) ultimately blazed its way from an underground seasoning sensation to a dining concept. Handmade seasonings sprinkled on handcrafted wraps, wings and other goodies, served fresh in a food court and food truck. Fat kid food made with a fresh, healthy twist. Wisconsinite or Wisconsinlite.

So, R+R teamed up with Chef JD and Maddie Irle to create an identity and voice for the concept:

Smax.

Anyone can create a logo. Or, a tagline. Anyone can make you lunch. Or, a snack. But, Smax delivered so much flavor that we turned it into a lifestyle.