Client
Smashed RVA
Projects
Logo Design
Credits
Agency: Trailhead Creative
CD: James Moffitt/Rob Wooten
GD: Summer Markham
Overview
In 2023, after three years on the move, Smashed RVA established a permanent home at 1600 Brook Road in Richmond’s Northside. The restaurant carries forward the same spirit that fueled the pop-up days—simple, crave-worthy burgers, rotating specials, and a strong connection to the community—now in a space where we can continue to grow. Our focus remains the same: keep things approachable, deliver consistent quality, and serve Richmond with the energy and hospitality that made Smashed RVA what it is today.
Logo Refresh
This refreshed identity concept was developed to evolve Smashed RVA’s visual presence while staying true to its roots. The anvil icon captures the restaurant’s hardworking, handcrafted essence — a symbol of strength, grit, and authenticity. The textured finish and bold typography reflect the brand’s approachable, no-frills attitude, and local energy.
Though this direction was ultimately not selected by the client, it represents a thoughtful exploration of how Smashed RVA’s identity could evolve while honoring its origins. The design balances craft and character, offering a timeless yet distinctive mark for one of Richmond’s favorite burger spots.
The Iterative Process
Research and development involved gathering insights through client surveys. These surveys helped inform the creation of detailed buyer personas. Preliminary sketches were then developed to explore initial concepts. Digital thumbnails were created to refine and visualize the strongest ideas.
Reflection
This identity concept reimagined Smashed RVA’s visual presence while staying authentic to its handcrafted roots. The anvil icon embodied the brand’s strength and grit, while the textured finish and bold typography conveyed its approachable, no-frills character. Though not selected by the client, the design thoughtfully explored how the brand could evolve without losing its local essence. The process highlighted the balance between honoring tradition and embracing creative growth.