200 Degrees is the culinary brainchild of Vic, an inspired chef whose love of New Zealand meats combined at an early age with his passion for slow-cooked Texas barbeque. Vic saw an opportunity in the market for brisket-style meals, doing for slow-cooked meats what the Michaelean star has done for restauranteurs.
When we first met with Vic, he had just purchased his new smoker and had a potential name but no set brand identity. However, when we talked to him, his passion for food was clear, as was his company’s mission. Vic wanted a brand and website that sold the concept of slow-cooked meats and that offered people the ability to hire his services for functions. From there, we had an idea of where to go.
We began by bouncing naming ideas off Vic until we found one that stuck. The name 200 Degrees was inspired by the amount of heat required to cook his signature brisket properly. Next, we worked with Vic on crafting a brand that clearly displayed that name and the story behind 200 Degrees, incorporating the classic smoker into the final design.
The website was last. Sometimes simplicity is key, especially when it comes to hungry customers! We designed a simple one-pager that was rich in imagery and displayed the menu prominently, as well as the call to action for catering events.
The end result was a clean, simple website that reflects the charcoal vibe of the new branding and tells a story about Vic’s meat. The menu and navigation are easy, making it clear where to go. We also included a few site animations to bring the website to life and give it a ‘scrollable’ feel.
Now that the website is live Vic’s smoker is branded and on the streets of Christchurch. As a portable food truck, Vic is available to come to you, although most nights, he’s found in different locations around Christchurch.