“Pozo” means “pit full of hot rocks” in the Mexican barbacoa tradition — the cooking method that shaped Texas barbecue. It’s short, easy to say in any language, and it points to the real history of the food without explaining itself.

We developed an illustration system that’s rustic without being kitschy. Livestock, flames, cooking tools, a map of Qatar. Simple silhouettes that work on cups, menus, signage, and anywhere else the brand shows up. Friendly and confident, like the restaurant itself.

The wordmark uses Stockport Extra — sturdy and bold, the kind of lettering you’d expect on a good barbecue sign. Supporting typefaces (Deming EP, Freeday Sans, Alternate Gothic) give the system range without losing that grounded, no-nonsense feel.

The palette is built on three colors: black for grounding, a warm orange-red called Sunrise Amber that captures the glow of hot coals, and Sandstone, a cream tone that echoes both Qatar’s desert landscape and the warmth of Southern hospitality. It ties the two cultures together without overexplaining.

The tagline “Southern Style • Local Flare” does double duty. The spelling of “flare” is intentional; it's about the fire and about the personality. One line that captures both sides of what makes Pozo work.