AH2

Art Direction

Brand & Identity

Experience Design

When Smoke Meets Vine

Challenge

The Sunset magazine named “King of West Coast barbecue” and Founder of Horn Barbecue—Matt Horn—set his sights on a grand vision to innovate hospitality as we know it. We took the opportunity to introduce barbecue in a completely different light to reach new audiences in preparation for the brand’s launch event.

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Approach

We positioned AH2 as an “accessible luxury” brand by crafting content similar to the artisanal approach of the Michelin-recognized Chef. Our proposal included weaving in San Francisco legendary sommelier-turned-winemaker David Castleberry to create an immersive experience pairing barbecue and wine. The first dinner in the series allowed us to test engagement, conversion, and attendance.

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Results

8.7% increase in reach in 10 days
100% event capacity (sold out)
Significant RSVP surge attributed to creative campaign

TWO PASSIONS

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BBQ Loves Wine

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We developed a rollout of branded content focused on food and wine-lovers to bring out the ultimate enthusiast spirit. We took special care to ensure that every specimen carried the feeling of grit and char against refined elegance in every content specimen.

We proposed a concept to craft a limited edition, custom wine blend to accompany the overall experience. After the green light, we got staight to work designing premium packaging to accompany the label design as a premium touchpoint to underscore the ritual of food, wine and storytelling.