Julins BBQ
Restaurant brand identity
When Anders and the Julins family set out to bring authentic Texas BBQ to Karlstad, they weren’t just opening a restaurant - they were importing a culture of craft, community, and smoke. After nights in the Holy Smoke smokehouse, a road-trip through Austin’s BBQ temples, and a bold leap to build in an industrial space on Örsholmen, they had the soul. Our job was to give it a face.
Motherland created a complete brand identity that captures Julins’ story: the patience of low-and-slow, the warmth of a backyard gathering, and the honest grit of a working smokehouse. We blended Austin heritage with Värmland character - bold typography, a confident wordmark, a smoked-oak palette with fire-kissed accents, and tactile materials that feel lived-in from day one. The result is a brand that welcomes everyone to the pit and stands up to daily service.
Outcome
A cohesive, hard-working identity that translates from steel doors and smoker lids to screens and social—true to Texas roots, proudly anchored in Värmland, and built to grow as the backyard community does.
Some things we’ve done:
