Southside Market & Barbeque

Where Legacy Meets Modern Texas BBQ

As the oldest BBQ joint in Texas, Southside Market & Barbeque wanted to refresh its brand to reflect both its 140+ years of tradition and its continued growth into new markets. Throughout our engagement, we did extensive market testing during the rebrand and redesign of Southside’s look & feel, with their previous branding leaning heavily rustic. Working with the Tilted Chair team, I provided production and design support to modernize this legacy brand, creating a scalable, bold system that could flex across packaging, signage, digital, and advertising.

My focus was on translating the updated identity into clear, cohesive applications — ensuring that every touchpoint, from outdoor billboards to in-store signage to digital ads and email marketing, carried the authenticity and authority of “The Oldest BBQ Joint in Texas.”

The challenges and how they were addressed:

• Maintaining authenticity while modernizing: Keeping visuals rooted in heritage without feeling outdated. I balanced this by using vintage-inspired typography and textures with clean, editorial layouts.

• Consistency across many formats: The branding needed to work for billboard, packaging, signage, web, video, etc. So I created design systems and a process guide of visual assets (typography, color, image treatments) to ensure brand consistency.

• Scaling e-commerce: The website relaunch was a key moment, so I ensured the design needed to reflect the brand refresh and legacy messaging.