Firehouse Rebrand

A Family Tradition

While rebranding Firehouse Restaurant, we discovered the rich history of this local barbecue joint. What began as a way to pay their way through college, Tom Seaton and Jimmy Carter opened Bucwood Bar-B-Que in 1980 in the back storeroom of “Buc Plaza” convenience market with a simple menu of barbecue sandwiches and side items. Bucwood was so well received that it outgrew its first location and swiftly grew into the West Walnut Street Fire Station in the following years opening as Firehouse Restaurant and maintaining a unique dining experience.

Logo Design

Over the years, Firehouse Restaurant expanded its facilities, hours, menu, and services to better serve the community boasting great food, famous hospitality, and growing tomorrow’s leaders. Firehouse Restaurant’s prosperous and storied history challenged us to view the restaurant with fresh eyes to refresh its current branding and reflect how far it has come. 
 
Firehouse Restaurant’s brand has multiple elements: primary restaurant logo, secondary barbecue logo, catering logo, employee patch, and catering patch. 
 
All logos now boast a new timeless fire helmet and refined serif font to suggest the weight of Firehouse Restaurant’s history. The primary restaurant logo proudly displays No. 2 on the fire helmet serving to reference the West Walnut Street Fire Hall in which the restaurant resides. Built in 1930, the Walnut Street Fire Hall served Johnson City as Station No. 2 until 1976.

Related Posts

Women In Old Time Music

Women In Old Time Music

The High Road Agency was honored to have created a website for the Birthplace of Country Music Museum’s newest exhibit, “I've Endured: Women In Old Time Music.” Through thought-provoking photography, videos, and interviews, the popular exhibit’s website invites...

2022 American Advertising Awards

2022 American Advertising Awards

Each year, the High Road Agency (HRA) participates in the American Advertising Federation (AAF) American Advertising Awards, which honor the best in local advertising and cultivate the industry's highest creative standards. The AAF Southwest Virginia event took place...

What If? Southwest Virginia

What If? Southwest Virginia

This video was produced for Friends of Southwest Virginia, entitled “What If? Southwest Virginia.” Created as a social media piece that features dozens of photos from Southwest Virginia based on the theme of “If SWVA Was A…”, it includes images based on if Southwest...