As Tender Smokehouse prepared for rapid growth—with its fifth location on the horizon and more to come—consistency, scalability, and brand clarity became essential. I led a full 360° rebrand to unify the experience across every touchpoint while preserving the heart of what made Tender beloved in the first place. Centered around the new brand positioning and tagline, "Where Smoke Runs Deep," we crafted a bold identity rooted in Texas tradition and built for long-term growth. From logo evolution and color systems to tone of voice, website, social media, and comprehensive brand guidelines, we redefined how Tender shows up in the world. The rebrand extended to in-store signage, menu design, merchandise, packaging, and experiential guidelines—ensuring every detail communicated the same story. The result is a cohesive brand ecosystem that honors Tender’s heritage while supporting its next phase of expansion.