REGGIE'S SMOKEHOUSE · BRAND SYSTEM v1.0
A reference for everything that wears the Reggie's Smokehouse name — logos, color, type, motif, and the visual language we use across the site, packaging, and storefront.
CLARKSVILLE, TN · MAY 2026
01
SECTION ONE
Two lockups. The horizontal works for headers, footers, and any wide format. The vertical is for stamps, packaging, and small spaces. Use the smoker-and-flame badge alone only when the wordmark is already visible nearby.
CLEAR SPACE
1× wordmark cap-height on all sides.
MINIMUM
Horizontal: 120px wide.
Vertical: 80px wide.
DON'T
Don't recolor. Don't rotate. Don't compress.
DO
Use full color on cream. Use white knockout on dark.
02
SECTION TWO
Six colors. Three from the logo. Three to give the system room to breathe. Butcher paper is the default surface — pure white never appears.
APPROVED PAIRINGS
Smoke
on Paper
Paper
on Smoke
Paper
on Ember
Ember
on Paper
Smoke
on Mustard
Paper
on Brick
Mustard
on Smoke
Gray
on Dim
03
SECTION THREE
Three faces. Each does one job. The wordmark already carries strong slab character — the system around it stays in the same family without copying it.
DISPLAY
Alfa Slab One
Google Fonts · Regular only
Used sparingly and big — headlines, hero type, product names. The closest free match to the "REGGIE'S" wordmark slab.
Slow fire.
Big flavor.
Whole Packer Brisket
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 & ! ? · — '
EYEBROW · LABEL
Oswald
Google Fonts · 500 / 600 / 700
Subheads, eyebrows, section labels, small caps. Often used in all caps with wide tracking. Pairs cleanly with the wordmark's condensed sans below.
SHIPPED MONDAY · ARRIVES TUESDAY
Order by 8 PM Sunday
FedEx Priority Overnight
ABCDEFGHIJKLMNOPQRSTUVWXYZ · abcdefghijklmnopqrstuvwxyz · 0123456789
BODY · UI
Inter
Google Fonts · 400 / 500 / 600 / 700
Body copy, product descriptions, all interface text. Modern and highly readable — keeps the brand from tipping into kitsch.
Whole packer briskets, St. Louis ribs, and house-made hot links — smoked low over post oak in Clarksville.
A full packer cut, smoked low and slow over post oak for sixteen hours, rested for two, then sliced for shipping. The bark is black-pepper crusted, the flat pulls clean, and the point shreds. This is the cut Reggie's been smoking since 1994.
ABCDEFGHIJKLMNOPQRSTUVWXYZ · abcdefghijklmnopqrstuvwxyz · 0123456789
04
SECTION FOUR
Repeating elements that make Reggie's recognizable across every surface — the flame, the cut-tile, the pill badge, the buttons.
THE FLAME
A two-tone mark pulled from the smoker's fire.
Outer in Butcher Paper or Smoke Black. Inner accent in Mustard or Ember. Minimum render size 24px tall.
THE CUT-TILE
Editorial product card when photography isn't available.
BRISKET
Whole
Packer
RIBS
St. Louis
Cut
CURATED
Pitmaster's
Box
Three gradient variants: brick→smoke (default), ember→brick, mustard→olive. Always shows category + cut name.
PILL BADGES
Status, drop labels, and category tags.
Oswald 600, all caps, 0.12em tracking. Used to flag scarcity, status, or category.
BUTTONS
Three button styles, one job each.
Ember for primary actions (CTA, purchase). Smoke for confirmations and secondary purchase moments. Ghost for tertiary navigation. Hover collapses to brick red.
PAPER GRAIN OVERLAY
A subtle dot texture sits over hero sections — never on body text.
Two radial-gradient dot patterns at 5% opacity, blend-mode multiply. Adds the warmth of butcher paper to dark backgrounds without competing with the type.
05
SECTION FIVE
A sample of how the pieces come together — the box label, the social drop, and the editorial product card.
SHIPPING LABEL
KEEP COLD
SMOKED · CLARKSVILLE TN
Whole Packer
Brisket
12–14 LB · POST OAK · DRY ICE
SOCIAL · 1:1
THIS WEEK ON THE PIT
Burnt Ends
Are Back.
SHIPPED MONDAY · WHILE THEY LAST
$54
SHOP CARD
BRISKET · 16 HR
Whole
Packer
Brisket
12–14 LB · POST OAK
Whole Packer Brisket
12–14 lb · feeds 12–16
$149
VOICE & TONE
DO SAY
DON'T SAY
RULES OF THUMB