Client Spotlight: Moe’s Original BBQ

Ivy Road, Charlottesville, VA

Founded by three ‘Bama boys with a heart for barbecue, whiskey and the blues, Moe’s Original Bar B Que is a “Southern soul food revival where great food is served in an atmosphere that is relaxed, spontaneous, yet civilized…well, sometimes.”

Moe’s devotees have come to expect a distinct blend of neighborly Southern hospitality and melt-in-your-mouth barbecue that started over 30 years ago around a backyard fire pit. Fifteen states and dozens of locations later, the fast-casual dining spot continues to feature delicious meats, scratch-made sides, and smoky sauce recipes handed down over generations.

The Project

Outside Sign at Moe's Original BBQ in Charlottesville, VAThe folks at Moe’s Original BBQ take their marketing as seriously as their barbecue, so we were proud to partner with owners Mike and Ashleigh Abrams.

The Charlottesville restaurant project included these deliverables:

  • Graphic design services
  • Vehicle graphic repairs & lettering installation
  • Vinyl installation for windows & exterior signs

“We spoke with other business owners in Charlottesville who had used Performance Signs for vehicle wraps, and we began talking to Katherine about a repair and rewrap for our food truck in February 2020. First, they completed a very well-executed, economical patch repair for our food truck. We also had vinyl logos installed on our windows and replaced the vinyl on all our exterior sign panels.”

Moe's Original BBQ Exterior Sign & Window Lettering, Charlottesville, VA

The Client Experience

At Performance Signs, we know it can be tough to visualize the final outcome when you partner with a custom sign company. To make it easier, our 3M-certified experts provided the Moe’s BBQ team with detailed mockups of each logo and lettering design.

First, we referred to the franchise’s established branding guidelines. Then we used our design experience to help freshen up the logotype, or word-based logo design. This updated, retro “wordmark” was later applied across food truck and signage applications.

“The overall process was great. Performance Signs communicated thoroughly, provided on-schedule installation—and offered fair pricing. The clear communication and friendly service made the whole process seamless.”

The Results

Retro logotypes resonate with audiences as a throwback to simpler times. In the case of Moe’s Original BBQ, the logo reminds diners of a nostalgic return to down-home food, family connections and old-school values. The emblem’s minimalist, vintage style also ties into the restaurant’s use of family recipes and the creation of laid-back, friendly gathering spaces. Performance Signs built upon these retro principles and worked with Moe’s C’ville team to refresh the company’s food truck graphics and exterior decor.

As a family-owned small business, there’s nothing we love more than building long-term relationships with other VA business owners. Helping them succeed and expand is part of our mission, and we can’t wait to partner with Ashleigh and Mike on future signage, vehicle lettering and visual communication projects.

“We want to thank y’all for your fantastic work on our signs, windows and food truck. Everything looks great, and you have been an absolute pleasure to work with. We will definitely be using you guys for lots of future projects. Thank you so much!”

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