BRANDING & ART DIRECTION
Rooftop Smokehouse was born on a rooftop in Barcelona’s Sant Antoni neighborhood, sparked by a group of friends, a few drinks, and an empty wine barrel. What began as an experiment among flavor enthusiasts—smoking duck, octopus, and mackerel—soon turned into a passionate project that grew organically.
After receiving tons of oak wood delivered straight to their apartment door, the team decided to move to the old Lehman factory, where they restored a chimney from 1850 that now stands as the heart of their production.
From there, Rooftop Smokehouse smokes, ferments, pickles, and cures products entirely by hand, always guided by an ethical and sustainable philosophy.
Their commitment to local ingredients, seasonality, and nearby producers defines their identity. Every process, collaboration, and flavor reflects a deep connection to the origin of food and a profound respect for those who cultivate or harvest it.
THE PROPOSAL
The project focused on redefining the brand’s visual identity to reflect its evolution and reinforce its artisanal essence through a more contemporary lens. The inspiration came directly from their own space: the Lehmann factory and its iconic chimney —a silent symbol of their craft.
From this element, we created the new symbol, merging the shape of the chimney with the organic movement of smoke. The result is a solid and timeless identity, complemented by a modern sans serif typeface and a palette of deep green and gold that convey elegance, authenticity, and a refined artisanal distinction.
