Billy Bones BBQ

Billy Bones BBQ is an award-winning festival favourite that has been serving Southern Ontario since 1976. The rebrand centred around a custom-drawn script wordmark inspired by classic Americana signage, creating a bold identity that celebrates the brand's heritage while modernizing its presence. The project included a comprehensive visual system featuring custom badges, illustrations, typography, colour, merchandise, packaging and large-scale food festival truck graphics transforming decades of accumulated visuals into a cohesive brand experience built for both the festival grounds and retail shelf.

Billy Bones BBQ

Billy Bones Barbeque has been serving award-winning barbeque since 1976, earning a reputation as one of Ontario’s most recognizable festival food brands. While the business had built decades of recognition through its food, festival presence, and loyal following, its visual identity lacked consistency across signage, merchandise, menus, packaging, and event environments.

The goal was to create a cohesive identity system that honored nearly 50 years of brand heritage while providing a flexible foundation for future growth. Inspired by classic Americana, roadside smokehouses, and vintage festival culture, the new identity centered around a custom-drawn script wordmark supported by a suite of badges, illustrations, typography, and brand assets that could adapt seamlessly across every touchpoint from food festival trucks and merchandise to menus, promotional materials, and packaging for their Award Winning Sauce.

The result is a bold, nostalgic, and highly recognizable brand system that celebrates Billy Bones’ legacy while positioning the brand for its next chapter.

Branding / Custom Type / Illustration / Packaging / Print

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