Within my second month at Pinckney Harmon Marketing, I was selected by our client, TJ Ribs, to lead the rebrand of a Baton Rouge favorite. Known for its Louisiana comfort food and lively sports bar atmosphere, the longtime LSU and Southern University partner needed a look that spoke to both its classic and edgy sides.

The new identity keeps the vintage TJ script and pairs it with a sporty, shaded typeface. I incorporated a classic BBQ gingham pattern, Louisiana diamond motifs, and a flying pig inspired by American Traditional tattoos to give the brand the right balance.

The refreshed TJ Ribs identity is classic, iconic, and edgy.