Description

Case Overview

HOMIES, a local Uzbekistan BBQ brand, whos owners decided to redefine the traditional perception of BBQ culture. Instead of clinging to outdated cowboy-inspired aesthetics, the brand underwent a bold rebranding, presenting BBQ in a fresh, modern, based on main request entering new foreign market in internationally appealing way.

The Problem

1. Outdated Stereotypes: BBQ restaurants were strongly tied to Western clichés — cowboy hats, sheriff stars, horseshoes, dark interiors and heavy rustic packaging.
2. Declining Relevance: These symbols in logo and logo itself are no longer resonated with atmosphere, location, vibe, emotions that are key aspects for younger, urban audiences, who are increasingly drawn to light, modern, and stylish experiences.
3. Limited Growth Potential: The heavy “old west” branding limits the possibility and  opportunities for expansion into international markets due to youngsters perception and consumer behaviour, particularly dynamic and trend-driven regions such as Southeast Asia.

The Solution

1. Rebranding Strategy
1.1 Introduced a bright, vibrant, and modern identity logo refreshment devided into 2 positionings according to demand of foreign markets of  Southeast Asia regions, giving accent on real atmosphere (palms, sand biches, sunset, colours, fonts, messages in text and symbols), vibes, relaxation and refreshment of soul. During the development process of logo, our main goal was to match visuals with a real life landscape, in order to create a desire for people to visit this place at this place.
1.2 Replaced outdated cowboy-inspired symbols with sleek, detail-oriented design that emphasizes freshness, originality and vivid modern visuals that respond to foreign culture.
1.3 Developed a clear brand split:
       1.3.1 Restaurant positioning– stylish interiors with focus on high customer traffic, friendly vibe, modern details and well-crafted customer service built into the positioning of this channel.
       1.3.2 Food truck positioning – mobile, flexible, bright and ready for mass market expansion.
2. Visual Transformation
2.1 Created fresh, contemporary packaging that emphasizes craft quality without the outdated “vintage” feelings.
2.2 Designed interiors that are lighter, open, and modern — shifting away from dark, heavy aesthetics to approachable and stylish environments.
3. Strategic Expansion Model
3.1 Positioned HOMIES as a lifestyle brand, not just a food outlet.
3.2 Built a scalable business model targeting expansion to Southeast Asia, starting with Bali as a key entry market.

The Result / Impact

1. Redefined BBQ Culture: Transformed BBQ from “cowboy nostalgia” into a modern cultural experience, by creating of new logo and new brand positioning according to modern trends in culture and people’s lifestyle.
2. Market Relevance: Aligned the brand with today’s audience expectations — fresh, stylish, and globally relatable.
3. Scalable Growth: Opened opportunities for rapid expansion into new foreign markets, with clear differentiation from traditional BBQ competitors.
4. Brand Culture Creation: HOMIES is not just about food, but about building a lifestyle and community where classic flavor meets modern aesthetics.

The launch date after rebranding is: 05.10.2024

Credits

CEO & Founder - Akmal Zakirov

CTO of 3D Motion Design - Avaz Abduraimov
Head of Graphic Design Department - Vartan Ivanyan
Head of SMM & Marketing - Tamila Ergasheva
Head of Production - Amal Gafurov
Head of Sales & 2D/3D Project Management - Bekzod Abdusaidov
3D Motion Designer - Saloh Xusniddinov
Film Editor - Leonid Tsay