Brand identity for Smokeys: a start up fast food outlet in West London specialising in burgers and hot dogs. Our brief was to give the identity a retro American theme. From the selection of initial concepts we supplied, the chosen theme was ‘US diner with a hint of western movie kitsch’ and we applied this style to signage, menus, promotional material, loyalty cards and Smokeys’ website. We also generated names for many of the burgers and menu items – the western theme providing good opportunities for catchy copy as well as distinctive visual reference.  

Design / Copywriting / Illustration / Print / Web / identity


We approached Mascot to design our brand identity and implement it at our pilot location. Since then Mascot has completed many projects for us and we could not be happier with the results. Their team is talented, reliable and very friendly. We’re so happy that we partnered with Mascot and look forward to working with them as our brand grows in the future.

    — Jijan Uddin (Co-founder)