Reflections on Smoke & Soul, the first brand I created under Rocket 5, and how their growth reminded me what branding is really about.
Whilst visiting the Tall Ships Aberdeen on Sunday, I came across the Smoke & Soul food truck. Seeing it again got me thinking about their journey and what their brand really represents.
The First Client
Smoke & Soul was my very first client when I started Rocket 5, my Aberdeen-based brand and graphic design business. They were also the first logo I ever designed as a freelancer. Back then, I was just beginning my own adventure. In a previous life, I worked with Lindsay, one of the owners. We both took voluntary redundancy to pursue new paths and build something of our own.
Lindsay and her partner Corey, a culinary wizard with serious skills, asked me to design a brand that would capture the spirit, personality, and values behind Smoke & Soul. It wasn’t just about creating a logo. It was about shaping a full brand identity that could grow with them.
Six years later, they’ve grown to run two establishments in Aberdeen, worked tirelessly at private events, and now serve amazing food to event-goers across the region.
What Does This Have to Do With the Logo?
Here’s the thing. A logo is only as meaningful as the story and experience behind it.
Without their hard work, commitment to quality, boldness, values, customer care, consistency, determination, and skill, the brand would have meant nothing. But because of everything they have poured into their business, every satisfied customer, every shared memory, every incredible meal, and every friendly staff interaction, all of that meaning has been absorbed into the brand like a sponge.
The logo I designed has become a container for all those moments. It is now a visual symbol of Smoke & Soul’s values. When people see it, they don’t just see a business. They remember the experience of a great time with family and friends, and the feelings that came with it — the laughter, the warmth, and the food they will not forget.
This Is What Branding Is Really About
Good branding isn’t just about visuals. It is not just a clever design or a nice typeface. A strong brand identity represents who you are, what you believe in, and how people experience your business. It is about creating something that becomes the badge of your tribe, a symbol people recognise, connect with, and trust.
Smoke & Soul has built a loyal community of over 11,800 followers on social media. But the real strength of their brand lies in the relationships they have built, the reputation they have earned, and the memories they have helped create.
A Personal Note
If you haven’t tried Smoke & Soul yet, I can’t recommend them enough. As someone who has seen their journey from the very beginning, I can honestly say they have built something special, and it has been a privilege to be a small part of that story.
Here’s to the next six years and beyond.
